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Universitas Mercu Buana
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Journal : International Journal of Indonesian Business Review

 1 
The Role of Purchase Satisfaction in Mediating the Effect of Marketing Communication and Product Display on Repeat Purchases in the TikTok Shop Application Ramadani, Putri; Permana, Dudi
International Journal of Indonesian Business Review Vol. 5 No. 1 (2026)
Publisher : Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/ijibr.v5i1.1524

Abstract

Tujuan – Makalah ini bertujuan untuk menganalisis pengaruh komunikasi pemasaran dan tampilan produk terhadap pembelian berulang, baik secara langsung maupun melalui kepuasan pembelian sebagai variabel mediasi, pada platform e-commerce TikTok. Metodologi/pendekatan – Pendekatan kuantitatif diterapkan, mengumpulkan data dari 200 pelanggan TikTok Shop menggunakan kuesioner terstruktur. Teknik pengambilan sampel menggunakan G-Power, dan data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui SmartPLS 4.0. Temuan – Temuan menunjukkan bahwa komunikasi pemasaran dan tampilan produk memiliki pengaruh yang signifikan dan positif terhadap pembelian berulang, baik secara langsung maupun tidak langsung melalui kepuasan pembelian sebagai variabel mediasi. Hasil ini mendukung Model Diskonfirmasi Harapan, yang memperkuat pentingnya persepsi visual, komunikasi yang efektif, dan kepuasan pelanggan dalam membentuk loyalitas konsumen dalam lingkungan perdagangan sosial. Kebaruan/nilai – Penelitian ini berkontribusi pada pengayaan literatur tentang strategi pemasaran digital dan menawarkan implikasi praktis bagi praktisi perdagangan sosial untuk mengoptimalkan pengalaman pengguna, konsistensi komunikasi, dan konten visual dalam meningkatkan pembelian berulang.
Co-Authors Abdul Muslim, Abdul Abiyyah, Hana Natania Adam Rizky Baihaki Ade Irwan Mulyana Ahmad H Sutawidjaya Aldina Shiratina Ali Ali Hanafiah Ayuverda, Kadita Christina Catur Widayati Darifah, Darifah Daru Asih Dhiana Ekowati Dinar Nur Affini Djamil, Masydzulhak Djumarno, Djumarno Dwyliego septo wicaksono Eka Prasetiawan Eka Prasetiawan Eka Prasetiawan Erna Sofriana Imaningsih Etik Endriyati, Farida Fachrullah, Muhammad Farandy, Fellita Irmadela Fauziah Sh. Ahmad Fellita Irmadela Farandy Hasliza Abdul Halim Hasliza Abdul Halim, Hasliza Abdul Hokroh, Mohammed Jarman Setiadi Jumarno, Jumarno Lina Winny Mafizatun Nurhayati Mahadewi, Erlina P. Maria Ximenes Mas Wahyu Wibowo Masdzulhak Masdzulhak Mirza, Muhammad Mochamad Soelton Mz, Masydzulhak Djamil Nandya, Tasya Niki Lukviarman, Niki Nugroho, Arrisetyanto Panigoro, Erwin Puspitaloka Mahadewi, Erlina Ramadani, Putri Ranumi Reinarto, Riko Rustiawan, Indra Salim, M. Noor Setyo Riyanto Shiyrah Theosebes Sela Sianita, Pricillia Priska Singmin Johanes Lo Soemanto, Hendra Swarmilah Hariani Sya'rani, Ridwan Tantri Yanuar Rahmat Syah tyas, Noveyla hardhaning Veitzhal Rivai Wahyu Nugroho Wanto, Wanto Widiasti Fauzia, Hamas Yanto Ramli Yuli Harwani Yuli Harwani, Yuli Zulfi Assakhir, Rezza