PENGARUH PEMASARAN BERBASIS PENGALAMAN DAN DAYA TARIK KONTEN TERHADAP MINAT PEMBELIAN ULANG, DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Aplikasi Tiktok Shop)

Yuniarto, Roby and Febriansyah, Febriansyah (2026) PENGARUH PEMASARAN BERBASIS PENGALAMAN DAN DAYA TARIK KONTEN TERHADAP MINAT PEMBELIAN ULANG, DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Aplikasi Tiktok Shop). Masters thesis, Institut Informatika Dan Bisnis Darmajaya.

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Abstract

This study aims to analyze the effect of experience marketing and content attractiveness on repurchase intention, with customer satisfaction as a mediating variable, among TikTok Shop consumers in Bandar Lampung City. The research background is based on the increasing growth of e-commerce in Indonesia, particularly TikTok Shop, which utilizes creative and interactive content strategies to capture consumer attention. This study adopts a quantitative approach using a survey method through the distribution of online questionnaires. The sampling technique applied is purposive sampling, with criteria including respondents residing in Bandar Lampung, aged at least 17 years, and having purchased fashion products via TikTok Shop within the past six months. The final sample consisted of 150 respondents. Data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Square (PLS) approach through SmartPLS 3.0 software. The findings indicate that experience marketing and content attractiveness have a positive and significant effect on both customer satisfaction and repurchase intention. Furthermore, customer satisfaction was found to play a significant mediating role in strengthening the effect of experience-based marketing and content attractiveness on repurchase intention. These results emphasize the importance of implementing experience marketing strategies and engaging content to enhance customer satisfaction and foster long-term consumer loyalty in e- commerce

Item Type: Thesis (Masters)
Subjects: 600 Teknologi - Ilmu terapan > 650 Manajemen
eTheses
Divisions: Pasca Sarjana > Magister Manajemen
Depositing User: Roby Yuniarto
Date Deposited: 12 Feb 2026 02:09
Last Modified: 12 Feb 2026 02:09
URI: http://repo.darmajaya.ac.id/id/eprint/23714

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