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Analysis of The Usage of The Shopee Live Streaming Application, The Effectiveness of Promotion on Customer Repurchase Decisions Mediated by User Satisfaction

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This study investigates the impact of live streaming, promotion effectiveness, and user satisfaction on customers’ repurchase decisions, based on data from 105 respondents through an online questionnaire. The analysis focuses on both direct and mediated effects, with quantitative methods applied.

The results reveal that live streaming significantly enhances user satisfaction (p-value = 0.000), but does not have a direct effect on repurchase decisions (p-value = 0.084). Promotion effectiveness, while not significantly impacting user satisfaction (p-value = 0.103), does have a significant influence on repurchase decisions (p-value = 0.032).

User satisfaction plays a crucial role in driving repurchase decisions (p-value = 0.038) and mediates the effect of live streaming on repurchase behavior (p-value = 0.049). In contrast, promotion effectiveness does not significantly influence repurchase decisions through user satisfaction (p-value = 0.184).

This study underscores the importance of user satisfaction as a key mediator in encouraging repurchase behavior. E-commerce platforms should enhance the engagement and familiarity of live streaming, ensuring it aligns with users’ shopping habits. Moreover, promotional strategies must be tailored to customer expectations in order to increase satisfaction and reduce disappointment. By optimizing these aspects, platforms can better cultivate customer loyalty and drive repurchase decisions.

Battle of Bootcamp: Analyzing Factor Affecting Customer Satisfaction and Continuance Intention in Coding Bootcamp Industry Indonesia

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Indonesia should be ready to face the technological transformation to become Society 5.0. The technological expansion has fueled concerns traditional institutions will not be able to produce enough graduates with digital skills the economy demands. This has led to the emergence of Education technology (EdTech), particularly a new kind of vocational training namely Coding Bootcamps. This research is intended to explore the determinants of students’ satisfaction in Coding Bootcamp platform in Indonesia. Three independent variables were being analyzed which are User Behavior on Coding Bootcamp Program (UB), User Experience (UE), and User Motivation (UM) to User Satisfaction (SAT). Then, User Satisfaction tested as mediating variable between the three independent variables to Continuance Intention (CI). Single, Multiple Regression along with Sobel test were conducted to analyze 262 questionnaire participants. Research resulted Satisfaction is significantly predicted by UB & UE. Then, Satisfaction have a significant relationship with CI. In accordance to Sobel test result, SAT significantly mediate the relationship between UB & UM to CI. Motivation is not found to be a significant variable in this research. Bootcamp models, however, have the potential to disrupt higher education and fundamentally alter the nature of education and training if they are successful in meeting the customer needs.