How Digital Engagement Shapes Loyalty: The Combined Influence of Live Streaming and Influencer Marketing on Repurchase Behavior in TikTok Shop

Okta Mahardika Firmanda; Nuri Purwanto

doi:10.55506/icdess.v3i1.148

Authors

Okta Mahardika Firmanda Institut Teknologi & Bisnis PGRI Dewantara Jombang
Nuri Purwanto Institut Teknologi & Bisnis PGRI Dewantara Jombang

DOI:

https://doi.org/10.55506/icdess.v3i1.148

Keywords:

Live Streaming, Influencer Marketing, Repurchase Intention, Generation Z, TikTok Shop

Abstract

This study aims to analyse the effect of live streaming and influencer marketing on repeat purchase interest in Skintific products on TikTok Shop among Generation Z in Jombang. The scope of the study focuses on Gen Z consumers who have purchased Skintific products through the TikTok Shop platform. The research method used was explanatory quantitative with primary data collection through an online questionnaire of 100 respondents selected purposively. The data were analysed using multiple linear regression analysis with the help of SPSS. The results showed that both live streaming and influencer marketing had a positive and significant effect on repurchase intention, with a coefficient of determination (R²) of 0.520. Simultaneously, both variables were able to explain 52% of the variation in repurchase intention. The research conclusion confirms that digital marketing strategies through live streaming and influencer collaborations are effective in increasing loyalty and repurchase intention for Skintific products among Gen Z. The implications of this research can be used as a reference for companies in developing more interactive and trustworthy promotional strategies on social media platforms.

Downloads

Download data is not yet available.

References

Arsida, S., & Sumiyati, S. (2025). The Influence of Live Streaming Shopping on Trust and Repurchase Intention on the TikTok Shop Platform. Electronic Journal of Education, Social Economics and Technology, 6(2), 917.

Hasan, A. (2018). Marketing dan kasus-kasus pilihan (Cetakan ke-1). Center for Academic Publishing Service.

Kementerian Perindustrian Republik Indonesia. (2025). Industri kosmetik nasional diproyeksi capai 9,7 miliar USD di tahun 2025. https://kemenperin.go.id

Kotler, P. (2017). Marketing 4.0: Moving from traditional to digital. Wiley.

Mash Moshem Indonesia. (2025). Strategi influencer marketing Skintific bersama Tasya Farasya di TikTok. https://mashmoshem.co.id

Muchlis, Wijayanto, G., & Komita, S. E. (2021). Pengaruh E-Satisfaction dan E-Trust terhadap Repurchase Intention Melalui E-Word of Mouth (E-Wom) sebagai Variabel Intervening E-Commerce Buka Lapak pada Generasi Millenial. Jurnal Ekonomi KIAT, 32(1), 18–29. http s://doi.org/https://doi.org/10.25299/kiat.2021.vol32(1).7404 DOI: https://doi.org/10.25299/kiat.2021.vol32(1).7404

Nisa, K. (2019). Peran influencer dalam membentuk persepsi konsumen di media sosial. Jurnal Komunikasi Massa, 12, 45–56.

Nyoman, A. (2024). Transformasi digital dan dampaknya terhadap perilaku ekonomi masyarakat global. Jurnal Ekonomi dan Teknologi, 5, 89–100.

Oktapiani, T., & Febrianta, M. Y. (2023). The Influence of Live Streaming Features on Purchase Intention From the Consumer Functional Experience and Emotional Contagion Perspective. Jurnal Ekonomi, 12(04), 659-667.

Optima Technology Indonesia. (2024). Tren social commerce di Indonesia tahun 2024. https://optimatech.id

Pratiwi, C. S., & Sidi, A. P. (2022). Pengaruh kualitas produk, harga dan influencer marketing terhadap keputusan pembelian Scarlett Body Whitening. Relasi: Jurnal Ekonomi, 18, 192–204. DOI: https://doi.org/10.31967/relasi.v18i1.531

Syafrudin, M. D., & Ridhaningsih, F. (2025). The Effect of Perceived Value and Customer Experience on Repurchase Intention of Premium Spotify Mediated by Satisfaction. Jurnal Economic Resource, 8(2), 1349-1358. DOI: https://doi.org/10.57178/jer.v8i2.1743

Sugiyono. (2019). Metode penelitian pendidikan: Pendekatan kuantitatif, kualitatif dan R&D. Alfabeta.

Solis, B. (2012). The Rise of Digital Influence: A “how-to” guide for businesses to spark desirable effects and outcomes through social media influence. Altimeter Group.