ABSTRACT

This research seeks to empirically examine how Perceived Value and Price Promotion influence Repurchase Intention, with E-Trust functioning as an intervening variable, among Generation Z users of TikTok Shop in Banjarmasin City. A quantitative, explanatory research design was applied in conducting this study. The study's subjects were drawn from Generation Z individuals living in Banjarmasin who had experience purchasing goods via TikTok Shop. A total of 225 participants were selected as the sample through a non-probability, purposive sampling approach. Data collection was carried out using a five-point Likert-scale survey instrument, which was subsequently analyzed through Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the aid of SmartPLS 4.0 software. Findings reveal that Perceived Value exerts a positive and statistically significant influence on both Repurchase Intention and E-Trust. Similarly, Price Promotion was found to positively and significantly affect Repurchase Intention as well as E-Trust. Moreover, E-Trust itself demonstrates a positive and significant effect on Repurchase Intention. The analysis further confirms that E-Trust plays a significant mediating role in linking Perceived Value and Price Promotion to Repurchase Intention.

Keywords: Perceived Value, Price Promotion, E-Trust, Repurchase Intention, TikTok Shop, Generation Z