Rafasya Syauqila Winasis, Dina Fitrisia Septiarini

Influencer-Driven Live Commerce and Repurchase Intentions: Evidence from Muslim Fashion on TikTok Shop

Introduction

Influencer-driven live commerce and repurchase intentions: evidence from muslim fashion on tiktok shop. Analyze influencer-driven live commerce on TikTok Shop and its impact on repurchase intentions for Muslim fashion. Discover strategies to boost consumer loyalty & sales.

Abstract

This study aims to analyze the influence of marketing strategies through TikTok Shop Live by influencers on consumer repurchase intention on Sattka Basic Hijab products. In the digital era, the use of live commerce has become an increasingly popular approach in building direct interactions with consumers, especially through the TikTok platform. This study uses a quantitative approach with a survey method on 192 respondents who have watched and/or purchased Sattka Basic Hijab products through TikTok Shop Live. The variables studied include influencer marketing, message appeals, brand image and product quality, Data analysis was carried out using the Structural Equation Modeling (SEM) method with the help of SmartPLS software. The results of the study show that influencer marketing, message appeals , brand image, and product quality have a significant effect on repurchase intention. These findings provide strategic implications for business actors in maximizing the role of influencers and compiling interesting content in live commerce to increase consumer loyalty.

Review

This study offers a timely and relevant investigation into the critical area of influencer-driven live commerce and its impact on consumer repurchase intentions, specifically within the burgeoning Muslim fashion market on TikTok Shop. By focusing on Sattka Basic Hijab products, the research aims to dissect the influence of influencer marketing, message appeals, brand image, and product quality. The abstract effectively highlights the increasing popularity of live commerce as a direct consumer interaction tool, underscoring the practical significance of this inquiry for businesses navigating the digital landscape. The findings, indicating a significant effect of all studied variables on repurchase intention, provide compelling evidence for the strategic importance of these elements in fostering consumer loyalty. Methodologically, the study employs a robust quantitative approach through a survey of 192 respondents who have engaged with Sattka Basic Hijab's live commerce on TikTok. The use of Structural Equation Modeling (SEM) with SmartPLS is an appropriate and sophisticated analytical technique for exploring complex relationships among multiple variables, lending credibility to the statistical results. The clear identification of key drivers—influencer marketing, message appeals, brand image, and product quality—is a strength, offering actionable insights for businesses. The practical implications, particularly concerning the maximization of influencer roles and content creation in live commerce, are well-articulated, making this research valuable for practitioners seeking to enhance consumer engagement and repeat purchases in the e-commerce domain. While the study presents valuable findings, the abstract could benefit from a clearer articulation of its theoretical underpinnings. Explicitly stating the guiding theoretical framework (e.g., uses and gratifications theory, social influence theory, or commitment-trust theory) would significantly enhance the study's academic contribution beyond its practical implications. Furthermore, as the research focuses on a single product category (Muslim fashion) and a specific brand, future research could explore the generalizability of these findings across different product types, demographics, or cultural contexts. Finally, a brief discussion of potential limitations, such as the cross-sectional nature of the data or reliance on self-reported perceptions, would further strengthen the completeness of the abstract and provide avenues for deeper scholarly exploration.

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