FACTORS INFLUENCING CUSTOMER SATISFACTION TOWARDS REPURCHASE INTENTION OF CUSTOMERS IN TIKTOK SHOP Agfa Fataya Gading 19020167 Bachelor of Management Program School of Business and Management Institut Teknologi Bandung 2023 2 This page is intentionally left blank 2 i FACTORS INFLUENCING CUSTOMER SATISFACTION TOWARDS REPURCHASE INTENTION OF CUSTOMERS IN TIKTOK SHOP Agfa Fataya Gading 19020167 Undergraduate Program School of Business and Management Institut Teknologi Bandung 2023 Supervisor : Nurrani Kusumawati, M.S.M ABSTRACT Pandemic situation making it a habit of people not being able to leave their home and buying things online. With this situation TikTok sees an opportunity to launch an integrated ecommerce platform called TikTok Shop. TikTok Shop has increased a lot through the years, and currently can compete with other big ecommerce companies. Because TikTok Shop is still categorized as a brand new ecommerce platform, the customer is still facing a problem during the purchasing journey. However, it is still uncertain whether the variable predicted will lead to repurchase intention in TikTok Shop. Therefore, this research aims to know which factors that significantly influence customer satisfaction towards repurchase intention in TikTok Shop. This research conducted a quantitative approach by online survey questionnaire towards customers using TikTok Shop. The researcher uses descriptive analysis and PLS-SEM to analyze the result. The result of this research indicates that perceived value, perceived popularity, product, and shopping environment has a positive influence towards customer satisfaction, also the customer satisfaction positive influence words repurchase intention of TikTok Shop. The findings of this research is to create insight about implementing marketing strategy on the ecommerce industry or related industry in Indonesia. Keywords : TikTok Shop, Perceived Value, Perceived Popularity, Customer Experience, Customer Satisfaction, Repurchase Intention 2 This page is intentionally left blank ii FAKTOR YANG MEMPENGARUHI KEPUASAN PELANGGAN TERHADAP NIAT PEMBELIAN KEMBALI PELANGGAN DI TIKTOK SHOP Agfa Fataya Gading 19020167 Program Sarjana Sekolah Bisnis dan Manajemen Institut Teknologi Bandung 2023 Pembimbing: Nurrani Kusumawati, M.S.M ABSTRAK Situasi pandemi membuat orang-orang terbiasa tidak dapat meninggalkan rumah dan melakukan pembelian secara online. Dengan situasi ini, TikTok melihat peluang untuk meluncurkan e-commerce yang terintegrasi dalam satu platform yang disebut TikTok Shop. TikTok Shop telah mengalami peningkatan yang signifikan dalam beberapa tahun terakhir, dan saat ini dapat bersaing dengan perusahaan e-commerce besar lainnya. Karena TikTok Shop masih dikategorikan sebagai platform e-commerce yang baru, pelanggan masih menghadapi masalah selama perjalanan pembelian. Namun, belum jelas apakah variabel yang diprediksi akan mengarah pada niat pembelian kembali di TikTok Shop. Oleh karena itu, penelitian ini bertujuan untuk mengetahui faktor-faktor mana yang secara signifikan mempengaruhi kepuasan pelanggan terhadap niat pembelian kembali di TikTok Shop. Penelitian ini menggunakan pendekatan kuantitatif dengan kuesioner survei online terhadap pelanggan yang menggunakan TikTok Shop. Peneliti menggunakan analisis deskriptif dan PLS-SEM untuk menganalisis hasilnya. Hasil penelitian ini menunjukkan bahwa persepsi nilai, persepsi popularitas, produk, dan lingkungan belanja berpengaruh positif terhadap kepuasan pelanggan, dan kepuasan pelanggan juga berpengaruh positif terhadap niat pembelian kembali di TikTok Shop. Temuan penelitian ini bertujuan untuk memberikan wawasan tentang implementasi strategi pemasaran di industri e-commerce atau industri terkait di Indonesia. Keywords: TikTok Shop, Persepsi Nilai, Persepsi Popularitas, Pengalaman Pelanggan, Kepuasan Pelanggan, Niat Pembelian Kembali. This page is intentionally left blank iii 28/ 6 APPROVAL PAGE FACTORS INFLUENCING CUSTOMER SATISFACTION TOWARDS REPURCHASE INTENTION OF CUSTOMERS IN TIKTOK SHOP By : Agfa Fataya Gading 19020167 A Final Project in Partial Fulfillment Of the requirement for the Degree of Bachelor of Management Undergraduate Program of Management Study School of Business and Management Institut Teknologi Bandung July 12 th , 2023 Approved By Nurrani Kusumawati, M.S.M This page is intentionally left blank iv FOREWORD Finishing my final project was a very greateful journey in mylife. At first, I did not expect to be at this point, a step towards maturity. Thanks to SBM ITB who let me study in best business school in Indonesia. Through my up and down finishing my undergraduate study from 2020- 2023. I am not alone finishing this final project, there are many people behind my who always support me a lot through this year: 1. My beloved father, Wisnu Agus Prijanto who are already resting peace in heaven and support me until your last breath in 2021. My family, mama ifa, kak amel, sese, cici, mbah tum, that always be a home whenever I needed. Thank you for your hard work to let me studying in Bandung, and wait for me to be a successful person in the future. I love you. 2. My respectful supervisor, Kak Nurrani Kusumawati, M.S.M. Thank you for your guidance so far, so I can finish my bachelor degree at SBM ITB. I was so grateful to have you as my final project supervisor. 3. My Barbz, Fina, Fitria, Sera, Meviu, that always support me since day-1 in Bandung. Without you guys, I can not survive until finishing my final project. Let’s meet again in the future when we all have our best part in our life. 4. My support system, Farrel Reihan and family who is always give me a positive word during my bad days. Also, always beside me whenever I sick or not feeling well. Thank you for all effort you given to me, I will always remember you. 5. My comfort artist, Day 6, Niki, Tiara Andini, and New Jeans, that always I played during my thesis process. 6. Lastly, thank you for myself who always strong and do not give up till now. Even sometimes you feel draining or tired, you always cheer yourself and get back happy. I believe you can survive anything in this big world with your small feet. Bandung, 12 Juli 2023 Author Agfa Fataya Gading This page is intentionally left blank v LIST OF CONTENT ABSTRACT ............................................................................................................................ i APPROVAL PAGE ................................................................................................................