Social Media Marketing and Brand Image on Repurchase Intention in Wardah Product
DOI:
https://doi.org/10.55583/invest.v4i1.479Keywords:
Social Media Marketing, Brand Image, Repurchase IntentionAbstract
The purpose of this study was to determine and analyze the effect of social media marketing and brand image on repurchase intention. marketing and brand image on repurchase Intention in wardah products at Makeup Holiq in Padang City. The research method used is non probability sampling, namely purpositive sampling so that it is found is observation, questionnaire and literature. The data analysis techniques used are multiple linear regression analysis, t test, F test and coefficient of determination. Based on the results of tests carried out individually found social media marketing variables and the coefficient of determination. and the coefficient of determination. While the F results found that social media marketing and brand image together have a significant effect on repurchase Intention in wardah products in Padang city. While the coefficient of determination determination coefficient is found in the Adjusted R-Square value of 68.3% and the remaining 31.7% is explained by other variables not examined in this study.
References
Azmi, M., Shihab, M. S., Rustiana, D., & Lazirkha, D. P. (2022). The effect of advertising, sales promotion, and brand image on repurchasing intention (study on shopee users). IAIC Transactions on Sustainable Digital Innovation (ITSDI), 3(2), 76-85.
Jonathan, Kennycoyo, M. Habi Imamnuddin. (2021). The influence of social media marketing and brand image on consumer buying Intention in the Bukalapak Application. Journal Of Business Administration Study Program. Faculty Communication and Business. Telkom University No. 1. February
Khoirunnisa, A., & Astini, R. (2021). The effects of experiential marketing and social media marketing on repurchase intention with brand trust as variable mediation for wearing Klamby hijab fashion products. European Journal of Business and Management Research, 6(6), 35-41.
Kotler, P & Armstrong, G. (2012). Principle of Marketing New Jersey Platice.
Kotler, P & Keller. (2012). Marketing Management. Jilid 1 12th edition. Jakarta : Erlangga
Kurniasari, Mentry and Budiatomo Agung. (2018). The influence of social media marketing, brand awareness of purchasing decisions with purchase intention as an intervening variable at J.co Donuts & Coffee Senaya. Journal of Business Administration (JAB) No. 1 March page 25-31
Maskuroh, N., Fahlevi, M., Irma, D., Rita, R., & Rabiah, A. (2022). Social media as a bridge to e-commerce adoption in Indonesia: A research framework for repurchase intention. International Journal of Data and Network Science, 6(1), 107-114.
Marvel Yemima, G. Susanti Ari. (2012). The influence of brand, product quality, social media and price on buy consumers on brand wardah products. Journal Of Economics and Management. 1(3)
Sugiyono. (2013). Combination Research Methods. Bandung : Alfabeta
Suherman, H. B., Mawarti, J., Iskandar, Y., & Heriyati, P. (2021). Impact of E-Service Quality, Brand Awareness, Advertising, and Brand Image for Repurchase Intention on The Specialty Store. Open Access Indonesia Journal of Social Sciences, 4(6), 548-560.
Thamrin Abdullah, Tantriz Francis. (2012). Marketing Management. Depok : PT. Raja Grafindo Persada
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Ramadhania Ramadhania, Hesti Mayasari, Desy Afriani
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
