Pengaruh Utilitarian Value, Perceived Enjoyment, dan Flow Experience terhadap Continuous Repurchase Intention Pengguna Aplikasi Belanja Online TikTok Shop pada Mahasiswa Program Studi Manajemen Universitas 17 Agustus 1945 Surabaya

Prayurin, Chabelita Paradis (2026) Pengaruh Utilitarian Value, Perceived Enjoyment, dan Flow Experience terhadap Continuous Repurchase Intention Pengguna Aplikasi Belanja Online TikTok Shop pada Mahasiswa Program Studi Manajemen Universitas 17 Agustus 1945 Surabaya. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan menganalisis pengaruh utilitarian value, perceived enjoyment, dan flow experience terhadap continuous repurchase intention pada pengguna TikTok Shop di kalangan mahasiswa Program Studi Manajemen Universitas 17 Agustus 1945 Surabaya. Fokus penelitian diarahkan untuk mengetahui peran aspek fungsional, emosional, dan pengalaman imersif dalam membentuk keputusan pembelian ulang berkelanjutan. Metode yang digunakan adalah pendekatan kuantitatif dengan desain explanatory. Data primer diperoleh melalui penyebaran kuesioner skala Likert kepada 100 responden yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan melalui regresi linear berganda, serta dilengkapi uji validitas, reliabilitas, dan asumsi klasik untuk memastikan kualitas instrumen dan model penelitian. Hasil penelitian menunjukkan bahwa utilitarian value, perceived enjoyment, dan flow experience berpengaruh signifikan baik secara parsial maupun simultan terhadap continuous repurchase intention. Temuan ini menegaskan bahwa kombinasi nilai fungsional, kesenangan, dan pengalaman flow memiliki peran penting dalam mempertahankan loyalitas pengguna TikTok Shop di kalangan mahasiswa.

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