PENGARUH SOCIAL MEDIA MARKETING DAN BRAND IMAGE TERHADAP REPURCHASE INTENTION (Survei Pengguna Kosmetik Sariayu Pada Followers Akun Instagram Sariayu Martha Tilaar)

• Main Author: Alifia Zunilda, - (Author)
• Format: Book
• Published: 2022-08-25.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upi.edu/82817/1/S_MBS_1804204_Title.pdf; http://repository.upi.edu/82817/2/S_MBS_1804204_Chapter1.pdf; http://repository.upi.edu/82817/3/S_MBS_1804204_Chapter2.pdf; http://repository.upi.edu/82817/4/S_MBS_1804204_Chapter2.pdf; http://repository.upi.edu/82817/5/S_MBS_1804204_Chapter3.pdf; http://repository.upi.edu/82817/6/S_MBS_1804204_Chapter4.pdf; http://repository.upi.edu/82817/8/S_MBS_1804204_Chapter5.pdf; http://repository.upi.edu/82817/9/S_MBS_1804204_Appendix.pdf
• Keywords: HD28 Management. Industrial Management; L Education (General)

Penelitian ini bertujuan untuk mengetahui Pengaruh Social Media Marketing dan Brand Image terhadap Repurchase Intention. Jenis penelitian yang digunakan yaitu deskriptif dan verifikatif. Variabel bebas dalam penelitian ini yaitu social media marketing (X1) dan brand image (X2), sedangkan variabel terikat yaitu repurchase intention (Y). Pengambilan sampel pada penelitian ini menggunakan metode non-probability dengan teknik purposive sampling terhadap 383 followers akun Instagram Sariayu Martha Tilaar. Teknik Analisis yang digunakan yaitu Structural Equation Modeling (SEM). Hasil temuan pada penelitian ini menemukan gambaran social media marketing, brand image, dan repurchase intention berada pada kategori baik. Social media marketing dan brand image memiliki pengaruh yang positif dan signifikan terhadap repurchase intention. Temuan ini menunjukan bahwa penerapan social media marketing dan brand image yang dilakukan Sariayu akan mendorong repurchase intention yang dimiliki oleh pengguna kosmetik pada followers akun Instagram Sariayu Martha Tilaar. This study aims to determine the effect of Social Media Marketing and Brand Image on Repurchase Intention. The type of research used is descriptive and verification. The independent variables in this study are social media marketing (X1) and brand image (X2), while the dependent variable is repurchase intention (Y). Sampling in this study used a non-probability method with a purposive sampling technique on 383 Sariayu Martha Tilaar Instagram account followers. The analysis technique used is Structural Equation Modeling (SEM). This study found that the description of social media marketing, brand image, and repurchase intention was in a good category. Social media marketing and brand image have a positive and significant influence on repurchase intention. This finding shows that the application of social media marketing and brand image by Sariayu will encourage the repurchase intention of cosmetic users on followers of Sariayu Martha Tilaar's Instagram account.