PENGARUH CUSTOMER ENGAGEMENT DAN ONLINE USER REVIEWS TERHADAP KEPUTUSAN PEMBELIAN ULANG PRODUK WARDAH DI TASIKMALAYA (Survei Konsumen TikTok Shop)
DOI:
https://doi.org/10.61722/jrme.v3i6.12642Keywords:
Customer Engagement, Online User Reviews, Repurchase DecisionAbstract
This study aims to analyze the effect of customer engagement and online user reviews on the repurchase decision of Wardah products in Tasikmalaya. This study employed a quantitative method with a causal approach and involved 100 respondents selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS version 30. The results showed that customer engagement and online user reviews simultaneously had a positive and significant effect on the repurchase decision. Partially, customer engagement had a positive and significant effect on the repurchase decision. In addition, online user reviews also had a positive and significant effect on the repurchase decision, with customer engagement having a more dominant effect than online user reviews. These findings indicate that increasing customer involvement through social media and providing positive and informative user reviews can be an effective strategy for increasing the repurchase decision of Wardah products in Tasikmalaya
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