PENGARUH KONTEN TIKTOK MARKETING, ELECTRONIC WORD OF MOUTH, DAN BRAND IMAGE TERHADAP MINAT BELI ULANG PRODUK SKINCARE FINALLY FOUND YOU DI KALANGAN GENERASI Z KOTA SURABAYA

Abstract

This study examines how TikTok Marketing content, Electronic Word of Mouth, and Brand Image relate to the Repurchase Intention of Finally Found You skincare products among Generation Z consumers in Surabaya. The study adopts a quantitative, associative design and applies a purposive sampling technique, drawing on responses from 100 participants who had encountered or used the brand’s TikTok content, with the sample size calculated through the Lemeshow formula. Data were collected using a five point Likert scale questionnaire, and very item met the required validity and realibility standarts while also meeting the classical assumptions of multiple linier regressions, namely, normality, multicollinearity, and heteroscedasticity. Multiple linier regression, run in IBM SPSS Statistics, was applied to test the partial and join effects of the three predictors on repurchase intention. Findings show that TikTok marketing content has a positive but statistically insignificant relationship with repurchase intention, e-WOM shows a significant negative relationship, and brand image has a positive and significant effect and is the most dominant variable. Simultaneously, TikTok marketing content, e-WOM, and brand image significantly influence repurchase intention. With an Adjusted R Square of 0,317 indicating they account for about 31.7% of its variation,the reminder being explained by factors outside the model. These findings conclude that brand image is the most significant determinant of repurchase intention, e-WOM exerts a notable negative influence, and TikTok marketing content alone does significantly move repurchase intention in this study.