PENGARUH SOCIAL MEDIA MARKETING DAN E-WORD OF MOUTH TERHADAP REPURCHASE INTENTION DENGAN CITRA MEREK SEBAGAI MEDIASI (Studi Pada Pengguna Marketplace Tokopedia)
Kata Kunci:
Social Media Marketing, E-Word Of Mouth, Citra Merek, Repurchase IntentionAbstrak
Tujuan penelitian ini adalah menganalisis pengaruh social media marketing dan e-word of mouth terhadap repurchase intention melalui citra merek. Jenis penelitian ini adalah explanatory research. Jenis dan sumber data yang digunakan adalah data sekunder. Populasi penelitian konsumen yang ingin membeli lagi barang di marketpalce Tokopedia yang tidak dapat diprediksi jumlahnya dan diperoleh sampel 96 konsumen. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Metode pengumpulan data yang digunakan adalah kuesioner. Teknik analisis yang digunakan adalah PLS (Partial Least Square). Hasil penelitian menunjukkan bahwa : Social media marketing berpengaruh positif dan signifikan terhadap citra merek. E-wom berpengaruh positif dan signifikan terhadap citra merek. Citra merek berpengaruh positif dan signifikan terhadap repurchase intention. Social media marketing berpengaruh positif dan signifikan terhadap repurchase intention. E-wom berpengaruh positif dan signifikan terhadap repurchase intention. Social media marketing berpengaruh terhadap repurchase intention melalui mediasi citra merek. E-wom berpengaruh terhadap repurchase intention melalui mediasi citra merek.
The purpose of this study is to analyze the influence of social media marketing and e-word of mouth on repurchase intention through brand image. This research is explanatory. The data used are secondary data and sources. The population was consumers who wanted to repurchase goods on the Tokopedia marketplace, whose numbers could not be predicted, and a sample of 96 consumers was obtained. The sampling technique used was purposive sampling. The data collection method used was a questionnaire. The analysis technique used was PLS (Partial Least Squares). The results of the study show that: Social media marketing has a positive and significant effect on brand image. E-wom has a positive and significant effect on brand image. Brand image has a positive and significant effect on repurchase intention. Social media marketing has a positive and significant effect on repurchase intention. E-wom has a positive and significant effect on repurchase intention. Social media marketing has an effect on repurchase intention through the mediation of brand image. E-wom has an effect on repurchase intention through the mediation of brand image.
