Efektivitas User-Generated Content serta Strategi Promosi dalam Meningkatkan Customer Engagement dan Repurchase Intention pada Pengguna TikTok Shop
DOI:
https://doi.org/10.61104/alz.v4i1.3773Keywords:
User Generated Content (UGC), Strategi Promosi, Customer Engagement, Repurchase IntentionAbstract
Penelitian ini menganalisis efektivitas user generated content (UGC) dan strategi promosi dalam meningkatkan customer engagement serta repurchase intention pengguna TikTok Shop di Indonesia. Pendekatan kuantitatif dengan metode survei melibatkan 172 responden aktif. Data kuesioner dianalisis menggunakan regresi linier berganda untuk menguji pengaruh UGC dan strategi promosi terhadap keterlibatan pelanggan dan niat pembelian ulang. Hasil menunjukkan kedua variabel berpengaruh signifikan secara simultan maupun parsial. Studi merekomendasikan pelaku usaha TikTok Shop memaksimalkan UGC dan mengoptimalkan promosi guna memperkuat engagement serta mendorong repurchase intention.
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