Hikmah, Rafiqatul (2025) Pengaruh Ikatan Relasional dan Kepercayaan Terhadap Repurcahse Intention pada Pelanggan Live Streaming di Shopee. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
The growth of e-commerce has driven platforms like Shopee to introduce live streaming as an interactive marketing strategy. In this context, the relationship between sellers and buyers becomes increasingly important, especially in building trust and encouraging repurchase intention. This study aims to examine the effect of relational bonds—which consist of financial, social, and structural bonds—and consumer trust on repurchase intention among users of Shopee’s live streaming feature. This research uses a quantitative approach with 200 respondents who have participated in Shopee live streaming. The sampling technique used is purposive sampling, and data were analyzed using PLS-SEM. The results show that structural bond has a significant positive effect on trust in the host, while financial bond and social bond do not have a significant effect. Trust in the host significantly influences trust in the product, but does not directly influence repurchase intention. Meanwhile, trust in the product has a significant effect on repurchase intention. The indirect effect analysis also reveals that trust in the host and trust in the product serve as mediating variables in the relationship between relational bonds and repurchase intention. This study concludes that in the context of Shopee live streaming, consumer trust—particularly trust in the product—is a key factor in driving repeat purchases, influenced by structural aspects and trust in the host. It is expected that this study can contribute to e-commerce practitioners and sellers in optimizing marketing strategies based on live streaming. Keywords: relational bonds, consumer trust, trust in host, trust in product, repurchase intention, live streaming, Shopee
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Magister of Management |
| Depositing User: | RAFIQATUL HIKMAH |
| Date Deposited: | 08 Dec 2025 08:57 |
| Last Modified: | 08 Dec 2025 08:57 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/13816 |
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