Government Policies Moderate the Relationship between Richness Content and Repurchase Intentions on the Tiktok Platforms

Abstract

Every business innovation that has the potential to have a big impact will be protected by government policies, every existing e-commerce is required to have a business permit, but there is a slight problem with the Tiktok social commerce platform, where the permit is as a social media platform, but in practice implementing e-business commerce, this makes the government form special regulations regarding the prohibition of social commerce. Repurchase intention can be the domination of a market by a company that has succeeded in making its product the only alternative available and there is a possibility that Social commerce without clear regulations will lead to uncontrolled market control. This research uses the SEM PLS analysis method with a total of 100 student respondents. The research results show that the relationship between the content richness variables and repurchase intention is indeed strengthened by existing government policies.

Keywords:    Content Richness, Repurchase Intentions, Government Regulations, Tiktok Platform