The influence of social media marketing towards the repurchase intention with brand image as mediating variable
Keywords:
Social Media Marketing, Repurchase Intention, Brand Image .
Abstract
This study aims to analyze (1) the effect of social media marketing on intention to use on MSGlow Redjelly consumers and TiK-ToK users mediated by brand image . (2) the effect of social media marketing on repurchase intention towards MSGlow Redjelly and TiK-Tok user (3) the effect social media marketing on brand image towards MSGlow consumers and TiK-ToK user. (4) the effect of brand image on repurchase intention toward MSGlow consumers and TiK-ToK user. The population used in the study were MSGlow Redjelly consumers and TiK-ToK user that already use the product and using TiK-ToK for some quite time. The number of samples in this study was 251 total respondents. Data was collected through online questionnaires and data processing using PLS (Partial Least Square) software. The results of this study indicate that. (1) Social media marketing has positive but not significantly affecting repurchase intention. (2) Social media marketing has positive and significant effect towards brand image. (3) Brand image has positive and significant effect toward repurchase intention. (4) Social media marketing has positive and significant effect toward repurchase intention mediated by brand image.
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References
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Webster, F. E., & Keller, K. L. (2004). A roadmap for branding in industrial markets. Journal of Brand Management, 11(5), 388-402.
Wicaksono, A. C., & Nurseto, S. (2018). Pengaruh Kualitas Produk, Fitur Produk dan Harga terhadap Niat Beli Ulang Melalui Kepuasan Konsumen sebagai Variabel Intervening (Studi pada Konsumen Smartphone Xiaomi di Kota Semarang). Jurnal Ilmu Administrasi Bisnis, 8(1), 34-42.
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Zhang, Y. (2015). The impact of brand image on consumer behavior: A literature review. Open journal ofbusinesand management, 3(01), 58
Basyar, K., & Sanaji, S. (2018). Pengaruh persepsi kemudahan dan persepsi manfaat terhadap niat beli ulang secara online dengan kepuasan sebagai variabel intervening. BISMA (Bisnis dan Manajemen), 8(2), 204-217.
Cheung, M. L., Pires, G. D., Rosenberger III, P. J., & De Oliveira, M. J. (2020). Driving COBRAs: the power of social media marketing. Marketing intelligence & planning.
Cretu, A. E., & Brodie, R. J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial marketing management, 36(2), 230-240.
Fahmi, M., Arif, M., Farisi, S., & Purnama, N. I. (2020). Peran brand image dalam memediasi pengaruh social media marketing terhadap repeat purchase pada fast-food restaurant di kota medan.Jurnal Samudra Ekonomi dan Bisnis, 11(1), 53-68.
Faraoni, M., Rialti, R., Zollo, L., & Pellicelli, A. C. (2019). Exploring e-Loyalty Antecedents in B2C e- Commerce: Empirical results from Italian grocery retailers. British Food Journal. Godey, B.,
Godey et.al, Social Media Marketing efforts on Luxury Brands: Influence on brand equity and consumers behavior, France, Journal of Business Research Volume xxx No. xxx 2016
Haryono, S. (2016). Metode SEM Untuk Penelitian Manajemen dengan AMOS 22.00, LISREL 8.80 dan Smart PLS 3.0. PT Intermedia Personalia Utama. Jawa Barat.
Hsieh, A. T., & Li, C. K. (2008). The moderating effect of brand image on public relations perception andcustomer loyalty. Marketing intelligence & planning.
Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of Marketing and Logistics, 29(1), 129-144.
Jara, A. J., Parra, M. C., & Skarmeta, A. F. (2014). Participative marketing: extending social media marketing through the identification and interaction capabilities from the Internet of things. Personal and Ubiquitous Computing, 18(4), 997-1011.
Keller, K. L., Parameswaran, M., & Jacob, I. (2011). Strategic brand management: Building, measuring, and managing brand equity: Pearson Education India.
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.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empiricalstudy of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486.
Kotler, P., & Keller, K. L. (2016). A framework for marketing management: Pearson Boston, MA. Laroche, M., Habibi, M. R., & Richard, M.-O. (2013). To be or not to be in social media: How brand loyalty is affected by social media? International Journal of Information Management, 33(1), 76-82.
Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833-5841.
Lee, & Kotler, P. (2015). Social marketing: Changing behaviors for good: Sage Publications. Mitra, S., & Jenamani, M. (2020). OBIM: A computational model to estimate brand image from online consumer review. Journal of Business Research, 114, 213-226.
Pentina, I., & Koh, A. C. (2012). Exploring social media marketing strategies in SMEs. International Journal of Internet Marketing and Advertising, 7(4), 292-310.
Qian, Z., Amin, M., & Herjanto, H. (2021). Explore the Impact of Consumer Perception of Social Media Marketing Activities on the Shopping Experience and Repurchase Intention Under the Influence of Thinking Style. Co-Editors, 262
Oktavia, Ria. 2021. Pemanfaatan Digital Content Media Sosial Tiktok Dalam Proses Pemasaran Produk. Diakses pada 30 Juni 2021, dari http://repository.untagsby.ac.id/7436/1/EAS_Technopreneurship_Ria%20A
Richter, D., & Schäfermeyer, M. (2011). Social media marketing on multiple services–the case of the student run organisation AIESEC.
Rowley, J., & Dawes, J. (2000). Disloyalty: a closer look at non-loyals. Journal of consumer marketing, 17(6), 538-547. Sekaran, U. (2003). Research methods for business: A skill building approach .
John Wiley & Sons Inc. Third Avenue: New York. Subawa, N. S., Widhiasthini, N. W., & Suastika, N. P. M. W. S. (2020). The effect of experiential marketing, social media marketing, and brand trust on repurchase intention in Ovoapplications. International Research Journal of Management, IT and Social Sciences, 7(3), 11-21 Alfabeta, cv. .
Sofyani, H., & Umy, P. A. (n.d.). Modul Praktik Partial Least Square ( PLS ).
Webster, F. E., & Keller, K. L. (2004). A roadmap for branding in industrial markets. Journal of Brand Management, 11(5), 388-402.
Wicaksono, A. C., & Nurseto, S. (2018). Pengaruh Kualitas Produk, Fitur Produk dan Harga terhadap Niat Beli Ulang Melalui Kepuasan Konsumen sebagai Variabel Intervening (Studi pada Konsumen Smartphone Xiaomi di Kota Semarang). Jurnal Ilmu Administrasi Bisnis, 8(1), 34-42.
Wiyono, G. (2011). Merancang penelitian bisnis dengan alat analisis SPSS 17.0 & SmartPLS 2.0. Yogyakarta: UPP STIM YKPN. Yadav, M., & Rahman, Z. (2018). The influence of social media marketing activities on customer loyalty:A study of e-commerce industry. Benchmarking: An International Journal.
Zhang, Y. (2015). The impact of brand image on consumer behavior: A literature review. Open journal ofbusinesand management, 3(01), 58
Published
2022-09-30
How to Cite
Fajar, & Wardi, Y. (2022). The influence of social media marketing towards the repurchase intention with brand image as mediating variable. Marketing Management Studies, 2(3), 243-257. https://doi.org/10.24036/mms.v2i3.315
Section
Articles
