INFLUENCE OF SOCIAL MEDIA MARKETING AND CUSTOMER EXPECTATION ON SKINCARE REPURCHASE INTENTION AMONG GEN Z WOMEN IN TIKTOK SHOP WITH CUSTOMER SATISFACTION AS MEDIATING VARIABLE

Abstract

This study aims to determine the effect of social media marketing and customer expectation on skincare repurchase intention with customer satisfaction as a mediating variable on Tiktok Shop users in West Kalimantan. The type of research used is quantitative research in the form of causal associative and data collection techniques are carried out through distributing questionnaires. The population in this study were users of the Tiktok application or Tiktok Shop in West Kalimantan. The number of samples taken in this study was 100 respondents using a sampling technique, namely non-probability sampling with a purposive sampling method, and the analysis tool used was SEM (Structural Equation Model) using SEM-PLS.
The results showed that social media marketing and customer expectations had a positive and significant effect on customer satisfaction. Social media marketing and customer satisfaction were significant and had a positive effect on repurchase intentions. Customer expectations were not significant on repurchase intentions. Customer satisfaction mediates social media marketing and customer expectations for repurchase intentions.

Keywords: social media marketing, customer expectation, customer satisfaction, repurchase intention

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