THE INVESTIGATION OF PREDICTOR VARIABLE OF TRUST, IMPULSIVE BUYING AND SATISFACTION ON REPURCHASE INTENTION OF TIKTOK SHOP USERS IN SAMARINDA --

ABSTRACT
This study aims to analyze and prove the influence of Viral Marketing, Digital
Marketing, Digital Advertising, Perceived Risk, and Sales Promotion on Repurchase
Intention through Trust, Impulsive Buying and Satisfaction on Tiktok Shop users in
Samarinda. This study used the SEM (Structural Equation Modelling) model using a
sample of 185 respondents with a Likert scale of 1-5. This research conducted validity
and reliability tests using IBM SPSS Statistic 23 software and carried out estimation
tests and structural model fit tests using IBM AMOS version 23 software.
The test results of this study are Digital Marketing, Digital Advertising, and Sales
Promotion do not have a significant effect on Impulsive Buying. Viral Marketing and
Impulsive Buying do not have a significant effect both on Satisfaction and Repurchase
Intention. Meanwhile Viral Marketing, Digital Marketing, and Perceived Risk has a
significant effect on Trust. Viral Marketing have a significant effect on Impulsive Buying.
Digital Marketing, Perceived Risk, and Sales Promotion has a significant effect on
Satisfaction. Meanwhile Trust has a significant effect both on Impulsive Buying and
Repurchase Intention, and Satisfaction have a significant effect on Repurchase Intention
for Tiktok Shop users in Samarinda.
Keywords: Viral Marketing, Digital Marketing, Digital Advertising, Perceived Risk, Sales
Promotion, Trust, Impulsive Buying, Satisfaction, Repurchase Intention, Structural
Equition Modelling, Tiktok Shop.