PENGARUH FEATURES OF ENTREPRENEUR ENDORSER DAN FITUR PLATFORM PEMBELIAN ONLINE TERHADAP REPURCHASE INTENTION DI MEDIASI B2B PARASOCIAL SERTA DI MODERASI KEPERCAYAAN PADA PRODUK CAT PROPAN DI BALIKPAPAN

Yuniarto, Tony (2025) PENGARUH FEATURES OF ENTREPRENEUR ENDORSER DAN FITUR PLATFORM PEMBELIAN ONLINE TERHADAP REPURCHASE INTENTION DI MEDIASI B2B PARASOCIAL SERTA DI MODERASI KEPERCAYAAN PADA PRODUK CAT PROPAN DI BALIKPAPAN. Thesis thesis, Universitas BPD.

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Abstract

This study aims to analyze the influence of features of entrepreneur endorsers and features of online purchasing platforms on repeat purchase intention through the mediation of B2B parasocial relationships and moderated by trust. The research adopts a descriptive quantitative approach and a verificative research method, with a population consisting of paint and building material store owners in the Balikpapan area. The sampling technique used is purposive sampling. Data collection was conducted using a questionnaire instrument via Google Forms, distributed to paint and building material store owners whose businesses have been operating for more than one year, sell Propan paint products, and have used the Propan Raya order application (POC). Data analysis was performed using the Partial Least Square (PLS) method with SmartPLS version 3 software. The findings and discussion conclude that the features of entrepreneur endorsers and the features of online purchasing platforms have a positive and significant influence on B2B parasocial relationships and repeat purchase intention. Furthermore, B2B parasocial relationships positively and significantly affect repeat purchase intention. Trust is found to moderate the influence of B2B parasocial relationships on repeat purchase intention. Additionally, B2B parasocial relationships play a mediating role in the effect of features of entrepreneur endorsers and features of online purchasing platforms on repeat purchase intention

Item Type:	Thesis (Thesis)
Additional Information:	Penelitian ini bertujuan untuk menganalisis pengaruh features of entrepreneur endorser dan features of online purchasing platform terhadap repeat purchase intention melalui mediasi B2B parasocial relationship serta dimoderasi trust. Penelitian ini menggunakan pendekatan deskriptif kuantitatif dan metode penelitian verifikatif dengan populasi pemilik toko cat dan bahan bangunan di wilayah Balikpapan. Adapun teknik pengambilan sampel menggunakan purposive sampling. Metode pengumpulan data menggunakan instrumen kuesioner google form yang disebarkan pada pemilik toko cat dan bahan bangunan dengan usia perusahaan di atas 1 Tahun, menjual produk Cat Propan dan sudah memakai aplikasi order (POC) dari PT Propan Raya. Analisis data dilakukan dengan metode Partial Least Square (PLS) menggunakan software SmartPLS versi 3. Dari hasil temuan penelitian dan pembahasan maka disimpulkan bahwa features of entrepreneur endorser dan features of online purchasing platform berpengaruh positif dan signifikan terhadap B2B parasocial relationship dan repeat purchase intention. Kemudian, B2B parasocial relationship berpengaruh positif dan signifikan terhadap repeat purchase intention. Adapun trust mampu memoderasi pengaruh B2B parasocial relationship terhadap repeat purchase intention. Selanjutnya, diketahui B2B parasocial relationship mampu berperan sebagai mediasi features of entrepreneur endorser dan features of online purchasing platform terhadap repeat purchase intention
Uncontrolled Keywords:	Features of Entrepreneur Endorser, Features of Online Purchasing Platform, Trust, B2B Parasocial Relationship, Repeat Purchase Intention
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Wisudawan S2
Date Deposited:	20 Oct 2025 06:12
Last Modified:	20 Oct 2025 06:12
URI:	http://eprints.stiebankbpdjateng.ac.id/id/eprint/2959

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