INVESTIGATING THE ROLE OF CONVENIENCE MOTIVATION IN SHAPING REPURCHASE INTENTION OF BEAUTY PRODUCTS VIA TIKTOK AFFILIATE MARKETING IN INDONESIA

Abstract

The rapid expansion of TikTok Shop has transformed social commerce in Indonesia, yet consumer retention—particularly in beauty product purchases—remains a challenge as most users make impulse-driven first purchases but do not consistently buy again. This gap highlights the need to understand whether convenience alone is sufficient to influence long-term consumer behavior. This study examines how convenience motivation shapes repurchase intention within the TikTok Affiliate ecosystem and evaluates the mediating role of customer satisfaction. A quantitative approach was applied using PLS-SEM with 205 Indonesian TikTok users who had purchased beauty products through affiliate links. The results show that convenience motivation significantly enhances customer satisfaction, indicating that seamless navigation and effortless purchasing contribute to positive user experiences. However, convenience has a weaker direct influence on repurchase intention, suggesting that ease of use alone does not guarantee loyalty in a highly dynamic beauty market. Customer satisfaction emerges as a key mechanism that connects convenience with repeat purchase behavior, demonstrating a significant mediating effect. These findings contribute to a deeper understanding of how functional simplicity and emotional fulfillment jointly drive consumer decisions in social commerce. The study offers practical insights for brands and creators to focus not only on providing convenience but also on enhancing satisfaction through credible communication, engaging content, and consistent product value.Ekspansi pesat TikTok Shop telah mentransformasi perdagangan sosial di Indonesia, namun retensi konsumen—khususnya dalam pembelian produk kecantikan—tetap menjadi tantangan karena sebagian besar pengguna melakukan pembelian pertama secara impulsif tetapi tidak secara konsisten membeli lagi. Kesenjangan ini menyoroti perlunya memahami apakah kemudahan saja cukup untuk memengaruhi perilaku konsumen jangka panjang. Studi ini meneliti bagaimana motivasi kemudahan membentuk niat pembelian kembali dalam ekosistem Afiliasi TikTok dan mengevaluasi peran mediasi kepuasan pelanggan. Pendekatan kuantitatif diterapkan menggunakan PLS-SEM dengan 205 pengguna TikTok Indonesia yang telah membeli produk kecantikan melalui tautan afiliasi. Hasil menunjukkan bahwa motivasi kemudahan secara signifikan meningkatkan kepuasan pelanggan, menunjukkan bahwa navigasi yang lancar dan pembelian yang mudah berkontribusi pada pengalaman pengguna yang positif. Namun, kemudahan memiliki pengaruh langsung yang lebih lemah terhadap niat pembelian kembali, menunjukkan bahwa kemudahan penggunaan saja tidak menjamin loyalitas di pasar kecantikan yang sangat dinamis.