Tren Fear of Missing Out, Daya Tarik Live Streaming, dan Product Reviews: Bagaimana Influencer Memicu Repurchase Intention di Shopee Pada Kalangan Gen Z Jepara?
DOI:
https://doi.org/10.37385/msej.v6i3.7688Keywords:
Fear of Missing Out, Live Streaming, Product Reviews, Influencer, Repurchase Intention.Abstract
Perkembangan e-commerce semakin mempengaruhi perilaku belanja Gen Z yang aktif secara digital. Faktor seperti Fear of Missing Out (FoMO), Live Streaming, Product Reviews, dan Influencer menjadi strategi pemasaran yang dapat mendorong Repurchase Intention. Penelitian ini menganalisis pengaruh Fear of Missing Out (FoMO), Live Streaming, dan Product Reviews terhadap Repurchase Intention, dengan Influencer sebagai variabel mediasi pada konsumen Gen Z di Jepara dalam e-commerce Shopee. Menggunakan metode kuantitatif dengan purposive sampling, penelitian ini melibatkan 120 responden dan dianalisis menggunakan Partial Least Squares (PLS) versi 4.0. Hasilnya menunjukkan bahwa Product Reviews memiliki pengaruh terbesar terhadap Repurchase Intention, dan Influencer memediasi hubungan antar variabel. Temuan ini memberikan wawasan bagi pelaku bisnis e-commerce untuk mengoptimalkan strategi pemasaran guna meningkatkan loyalitas pelanggan Gen Z.
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