MENGEKSPLORASI KEKUATAN PENGARUH PERIKLANAN MEDIA SOSIAL, KETERLIBATAN MEREK PELANGGAN, DAN LOYALITAS DALAM MENDORONG NIAT PEMBELIAN ULANG: STUDI KASUS TIKTOK SKINTIFIC
Abstract
Tujuan penelitian ini adalah untuk menginvestigasi hubungan antara kompetensi, kemampuan, kebajikan, informasi, serta risiko fisik, psikologis, sosial, dan waktu terhadap niat beli ulang konsumen Rey Medical. Penelitian ini bertujuan untuk memahami apakah faktor-faktor tersebut memiliki pengaruh positif atau negatif terhadap niat konsumen untuk membeli kembali produk atau layanan dari Rey Medical. Dengan demikian, penelitian ini diharapkan dapat memberikan wawasan yang lebih baik tentang faktor-faktor yang memengaruhi keputusan konsumen dalam konteks niat beli ulang, sehingga dapat menambah wawasan pengusaha farmasi dalam mengembangkan strategi pemasaran yang lebih efektif. Dalam penelitian ini, metode yang digunakan adalah menggunakan software SmartPLS 3.3.3 untuk mengukur Outer model dan Inner model. Outer model meliputi analisis outer loading, reliabilitas komposit, validitas konstruk, dan validitas diskriminan. Inner model mencakup uji multikolineritas (VIF), RSquare, FSquare, dan relevansi prediktif. Dalam penelitian ini, terdapat 126 responden yang memenuhi kriteria yang ditetapkan. Kriteria tersebut mengacu pada konsumen yang pernah melakukan pembelian obat tanpa resep dan melakukan pembelanjaan di Rey Medical. Dalam penelitian ini, terdapat beberapa hipotesis yang telah diuji terkait pengaruh faktor-faktor tertentu terhadap niat beli ulang (intention to repurchase). Hasil penelitian menunjukkan bahwa terdapat pengaruh positif dan signifikan antara variabel kompetensi (competence), kemampuan (ability), serta risiko psikologi (psychological risk) terhadap niat beli ulang. Sedangkan antara variabel kebajikan, penyediaan informasi, risiko fisik, risiko sosial, dan risiko waktu dengan niat beli ulang tidak menunjukkan hubungan yang signifikan.
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