The Effect Of Viral Marketing And Influencer Marketing On Repurchase Intention Mediated By Customer Satisfaction Of Glad2glow Product Customers In Tiktok Shop (Case Study Of Customers In Cimahi City)

This study was motivated by the phenomenon of declining Repurchase intention among Glad2Glow product customers on TikTok Shop, despite the product being one of the best-selling moisturizers with a high market share. This condition indicates a gap between consumer expectations formed through Viral marketing and Influencer marketing activities and their actual experiences after using the product. The purpose of this study was to determine the effect of Viral marketing and Influencer marketing on Repurchase intention mediated by Customer satisfaction among Glad2Glow product customers on TikTok Shop in Cimahi City. The research employed a quantitative approach with a descriptive method. The sample consisted of 140 respondents selected using a convenience sampling technique. Data were collected through questionnaires that had been tested for validity and reliability and had passed the classical assumption tests. Hypothesis testing was conducted using multiple regression analysis and the Sobel test. The data were analyzed using SPSS version 27 software. The results showed that Viral marketing had a positive and significant effect on Customer satisfaction, Influencer marketing had a positive and significant effect on Customer satisfaction, Viral marketing had a positive and significant effect on Repurchase intention, Influencer marketing had a positive and significant effect on Repurchase intention, and Customer satisfaction had a positive and significant effect on Repurchase intention. Furthermore, Customer satisfaction was found to mediate the effect of Viral marketing on Repurchase intention and the effect of Influencer marketing on Repurchase intention.