APLIKASI BUDAYA GUANXI DALAM REPURCHASE INTENTION KONSUMEN LIVE SHOPPING TIKTOK EONNIEDAILY.WEAR MELALUI PENGARUH PERCEIVED SIMILARITY DAN PERCEIVED EXPERTISE

Axel Lievian Harianto(1*),


(1) 
(*) Corresponding Author

Abstract


Penelitian ini bertujuan untuk menginvestigasi pengaruh perceived expertise dan perceived similarity terhadap
purchase intention melalui mekanisme Swift guanxi dalam konteks live shopping di platform TikTok, dengan fokus pada
akun Eonniedaily.wear. Swift guanxi mengacu pada hubungan interpersonal yang didasarkan pada pertukaran sosial dan
timbal balik yang cepat dan efisien.Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei yang dilakukan
kepada para pengikut akun Eonniedaily.wear di TikTok. Responden diminta untuk menilai tingkat perceived expertise dan
perceived similarity dari host atau penjual di akun tersebut, serta purchase intention mereka dalam berbelanja melalui live
shopping. Data yang terkumpul akan dianalisis menggunakan metode analisis jalur (path analysis) untuk menguji pengaruh
perceived expertise dan perceived similarity terhadap repurchase intention, serta peran mediator dari Swift guanxi dalam
hubungan tersebut. Diharapkan penelitian ini dapat memberikan pemahaman yang lebih baik tentang faktor-faktor yang
mempengaruhi repurchase intention dalam konteks live shopping di TikTok. Hasil penelitian ini dapat memberikan
wawasan kepada penjual dan pemasar untuk meningkatkan kepercayaan dan minat pembelian konsumen melalui strategi
yang melibatkan perceived expertise, perceived similarity, dan penerapan Swift guanxi di platform TikTok.


Keywords


perceived expertise, perceived similarity, repurchase intention, Swift guanxi, live shopping, TikTok.

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