INVESTIGATING THE ROLE OF CONVENIENCE MOTIVATION IN SHAPING REPURCHASE INTENTION OF BEAUTY PRODUCTS VIA TIKTOK AFFILIATE MARKETING IN INDONESIA
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DOI:
https://doi.org/10.35794/jmbi.v12i3.65566Abstrak
Ekspansi pesat TikTok Shop telah mentransformasi perdagangan sosial di Indonesia, namun retensi konsumen—khususnya dalam pembelian produk kecantikan—tetap menjadi tantangan karena sebagian besar pengguna melakukan pembelian pertama secara impulsif tetapi tidak secara konsisten membeli lagi. Kesenjangan ini menyoroti perlunya memahami apakah kemudahan saja cukup untuk memengaruhi perilaku konsumen jangka panjang. Studi ini meneliti bagaimana motivasi kemudahan membentuk niat pembelian kembali dalam ekosistem Afiliasi TikTok dan mengevaluasi peran mediasi kepuasan pelanggan. Pendekatan kuantitatif diterapkan menggunakan PLS-SEM dengan 205 pengguna TikTok Indonesia yang telah membeli produk kecantikan melalui tautan afiliasi. Hasil menunjukkan bahwa motivasi kemudahan secara signifikan meningkatkan kepuasan pelanggan, menunjukkan bahwa navigasi yang lancar dan pembelian yang mudah berkontribusi pada pengalaman pengguna yang positif. Namun, kemudahan memiliki pengaruh langsung yang lebih lemah terhadap niat pembelian kembali, menunjukkan bahwa kemudahan penggunaan saja tidak menjamin loyalitas di pasar kecantikan yang sangat dinamis.
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