Peran Personalization Marketing dan Customer Experience dalam Meningkatkan Kepuasan Serta Minat Beli Ulang Konsumen Tiktok Shop pada Mahasiswa Universitas Negeri Medan

Cristine Natasia Sihaloho; Cindy B. Sitanggang; Miftahussa'idah  Miftahussa'idah; Tasya Chintain br Simanjuntak; Saidun Hutasuhut

doi:10.37481/sjr.v9i4.1616

Authors

Cristine Natasia Sihaloho Universitas Negeri Medan
Cindy B. Sitanggang Universitas Negeri Medan
Miftahussa'idah Miftahussa'idah Universitas Negeri Medan
Tasya Chintain br Simanjuntak Universitas Negeri Medan
Saidun Hutasuhut Universitas Negeri Medan

DOI:

https://doi.org/10.37481/sjr.v9i4.1616

Keywords:

Personalization Marketing, Customer Experience, Consumer Satisfaction, Repurchase Intention, Social Commerce

Abstract

This study addresses the growing need to understand the factors that encourage repeat purchase intention in social commerce, particularly among university students who actively use TikTok Shop. Previous studies have mainly focused on initial purchase decisions, while limited attention has been given to the mediating role of consumer satisfaction in explaining repeat purchase behavior. Therefore, this study examines the effects of personalization marketing and customer experience on consumer satisfaction and repurchase intention, with consumer satisfaction serving as a mediating variable. A quantitative associative approach was employed using a survey of 70 Universitas Negeri Medan students who had purchased products through TikTok Shop. Data were collected through a structured questionnaire and analyzed using multiple linear regression and mediation analysis. The findings indicate that personalization marketing and customer experience significantly enhance consumer satisfaction. Customer experience also directly increases repurchase intention, whereas the effect of personalization marketing on repurchase intention occurs indirectly through consumer satisfaction. These findings highlight the strategic importance of delivering relevant personalized content alongside a positive shopping experience to strengthen customer satisfaction and encourage sustainable repurchase behavior within social commerce platforms.

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