The Effects of TikTok In-Feed Content, Live Shopping, and PayLater on Repurchase Decisions for Eiger Products
DOI:
https://doi.org/10.24905/icobis.v2i1.38Keywords:
TikTok In-Feed Content, TikTok Live Shopping, Buy Now Pay Later, Repurchase Decision, Digital MarketingAbstract
This study examines the effects of TikTok in-feed content, TikTok Live Shopping, and Buy Now Pay Later (BNPL) perceptions on repurchase decisions for Eiger products. A quantitative explanatory design was applied using purposive sampling of 100 respondents who had purchased Eiger products and interacted with Eiger content or features on TikTok. Questionnaire data were transformed using the Method of Successive Interval (MSI) and analyzed with multiple linear regression in SPSS version 22. The reported results indicate that TikTok in-feed content had a positive and significant association with repurchase decisions (B = 0.285, p = 0.012), as did TikTok Live Shopping (B = 0.412, p = 0.001). The BNPL variable was not statistically significant (B = 0.089, p = 0.419). The joint test was significant (F = 26.450, p < 0.001), and the adjusted coefficient of determination was 0.436. The findings highlight the importance of relevant feed content and interactive product demonstrations for repurchase-related behavior, while payment flexibility alone may not be sufficient to explain repeat purchasing.
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