Alifia Zahrani Anwar*

Fakultas Ekonomika dan Bisnis, Universitas Negeri Surabaya 

Ika Diyah Candra Arifah

Fakultas Ekonomika dan Bisnis, Universitas Negeri Surabaya

Nadia Nur Thahirrah 

Fakultas Ekonomika dan Bisnis, Universitas Negeri Surabaya

Renny Sari Dewi 

Fakultas Ekonomika dan Bisnis, Universitas Negeri Surabaya

DOI: https://doi.org/10.19184/bisma.v20i2.60060

ABSTRACT 

The urge of this investigation is to look at how Trust, a mediating variable, affects the relationship between UGC, perceived value, and repurchase intention among Indonesian millennials shopping on TikTok. As a quantitative method, we used PLS-SEM with SmartPLS 4 for structural equation modelling. A survey of four hundred participants, chosen at random using a purposive sampling technique, was used to gather the data. The theories of Expectation Confirmation, Perceived Value, Commitment-Trust, and S-O-R are all brought together in this research. There is a positive and statistically significant relationship between repurchase intention and perceived value and user-generated content. Trust is also strongly and favourably affected by perceived value and user-generated content. Trust also acts as a mediator between UGC, perceived value, and repurchase intent, and it has a positive and statistically significant influence on repurchase intent. These outcomes indicate that consumers are more likely to repurchase on TikTok Shop when they encounter genuine content with a high perceived value. 

Keywords: perceived value, repurchase intention, trust, tiktok, user-generated content

ABSTRAK

Studi ini urgensinya adalah guna menguji pengaruh UGC serta Perceived Value terhadap Repurchase Intention dengan Trust sebagai variabel mediasi pada konsumen Generasi Z pengguna TikTok Shop di Indonesia. Studi ini mempergunakan pendekatan kuantitatif dengan teknik analisis PLS-SEM mempergunakan SmartPLS 4. Data diperoleh melalui survei mempergunakan kuesioner terhadap 400 responden yang dipilih dengan teknik purposive sampling. Studi ini mengintegrasikan S-O-R Theory, Expectation Confirmation Theory, Commitment–Trust Theory, dan Perceived Value Theory. Temuan studi menunjukkan bahwasanya User-Generated Content dan Perceived Value berpengaruh positif dan signifikan terhadap Repurchase Intention. Selain itu, User-Generated Content dan Perceived Value juga berpengaruh positif dan signifikan terhadap Trust, sedangkan Trust berpengaruh positif dan signifikan terhadap Repurchase Intention serta memediasi pengaruh User-Generated Content dan Perceived Value terhadap Repurchase Intention. Temuan ini menunjukkan bahwasanya konten yang autentik serta persepsi nilai yang tinggi mampu meningkatkan Trust, sehingga mendorong Repurchase Intention konsumen pada TikTok Shop. 

Keywords: perceived value, repurchase intention, trust, tiktok, user-generated content