Determinants Of Agricultural Product Repurchase Decisions in Social Commerce and Agri-business: The Role of Live Streaming, Price Discount, And Product Quality

Purpose – Social commerce enables agricultural retailers to combine product information, real-time interaction, and transactions, yet transaction growth does not automatically secure repeat purchases. Retaining experienced customers is crucial because agricultural products are evaluated not only during the transaction but also after use. This study describes consumer characteristics and assessments and examines the effects of live streaming, price discounts, and product quality on repeat purchase decisions. Design/Methodology/Approach – A descriptive quantitative, cross-sectional design was applied to a population of 474 repeat customers. Using the Taro Yamane formula and purposive sampling, 83 respondents who had purchased at least twice were selected. Data were collected through a five-point Likert-scale questionnaire and analyzed using descriptive statistics and multiple linear regression with IBM SPSS Statistics. Findings – Live streaming (B = 0.237; p = 0.004), price discounts (B = 0.366; p < 0.001), and product quality (B = 0.477; p < 0.001) had positive and significant partial effects; jointly, they were significant (F = 24.445; p < 0.001) and explained 48.1% of the variance. Product quality had the strongest standardized effect (Beta = 0.450). Originality/Value – The novelty lies in integrating pre-transaction interaction, transaction-time economic value, and post-use value-in-use within one repeat-purchase model for agricultural social commerce. The findings imply that customer retention should be built on consistent product performance, supported by credible live communication and targeted discounts.