The Effect of Customer Engagement and Customer Equity on Repurchase Intention on TIKTOK Shop Application in Yogyakarta

This research investigates the increasing popularity of TikTok Shop as a social media platform and its effectiveness in digital marketing. In the current era of digitalization, many brands and large businesses are shifting their operations online, utilizing social media platforms like TikTok. TikTok’s interesting and easy-to-use features enhance customer engagement, which can increase customer equity and, consequently, repurchase intentions through TikTok Shop.

Achieve higher levels of economic productivity through diversification, technological upgrading, and innovation, including through a focus on high-value-added and labor-intensive sectors. Increase the access of small-scale industrial and other enterprises to financial services, including affordable credit, and their integration into value chains and markets.

Keywords:

SDG 8(Economic Growth), SDG 9 (Industry & Infrastructure)