CUSTOMER ENGAGEMENT DALAM MEMEDIASI SOCIAL COMMERCE ENVIRONMENT STIMULUS TERHADAP REPURCHASE INTENTION: ANALISIS PADA CLOTHING LINE DI BALI
DOI:
https://doi.org/10.30738/eden.v9i1.4758Keywords:
Social Experience, Collaborations, Interactive, Customer Engagement, Repurchase Intention.Abstract
The local clothing line business in Bali is the focus of this research, which seeks to understand how consumer involvement mediates the relationship between social commerce environment stimuli (such as collaborations, interaction, and social experience) and repurchase intention. The lack of regular repeat purchases by firms like Mayhem Bali, Furious Bali, and Handmad Campah, who have been actively engaging in social commerce, highlights the need for a more comprehensive knowledge of the elements that influence customer behavior. Distributing surveys to customers of local Bali clothing line firms that actively utilize social commerce platforms allowed for a quantitative approach to be used. Collaborations, social experience, consumer engagement, repurchase intention, and interaction are some of the aspects that are being studied. We used PLS-SEM, or Partial Least Squares Structural Equation Modeling, to do our data analysis. The results show that repurchase intention is positively affected by all three social commerce stimuli, either directly or indirectly via consumer participation. It is believed that these findings will aid in the creation of digital marketing strategies for local apparel lines and shed light on how crucial social connection, cooperation, and interactivity are for attracting and retaining customers and generating repeat business.
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