The Effect of User Generated Content, E-WOM, and E-Servqual on TikTok Application on Repurchase Intention
Keywords:
User Generated Content, Elecronic Word Of Mouth, Electronic Service Quality, Repurchase IntentionAbstract
As information technology grows increasingly sophisticated, User Generated Content is currently the most popular way for companies to introduce their products. Elecronic Word Of Mouth and Electronic Service Quality that is good and attractive will bring consumers determined to repurchase a product. The purpose of this study is to assess the effect of User Generated ConWStent, Elecronic Word of Mouth, Electronic Service Quality on Repurchase Intention in Student Speed Shop, this study is an explanatory research that aims to explain causal relationships on variables through hypothesis testing. This study uses a sample of 100 consumer respondents. Hypothesis testing was carried out using the t-test and f-test. Based on the results of the hypothesis test, it was found that User Generated Content, Elecronic Word Of Mouth, and Electronic Service Quality in this study affected Repurchase Intention simultaneously in the Student Speed Shop. User Generated Content has a positive and significant effect on Repurchase Intention in Student Speed Shop, Elecronic Word Of Mouth has a positive and significant effect on Repurchase Intention in Student Speed Shop, Electronic Service Quality has a positive and significant effect on Repurchase Intention in Student Speed Shop
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