PENGARUH SOCIAL MEDIA MARKETING TERHADAP REPURCHASE INTENTION YANG DIMEDIASI OLEH BRAND IMAGE PADA GOLQI CHICKEN CABANG TALASALAPANG

Abstract

Penelitian ini mengkaji permasalahan mengenai bagaimana social media marketing mempengaruhi minat beli ulang (repurchase intention) konsumen melalui mediasi brand image, khususnya pada Golqi Chicken Cabang Talasalapang. Tujuan penelitian ini adalah untuk menganalisis pengaruh signifikan social media marketing terhadap repurchase intention, menguji pengaruh brand image terhadap repurchase intention, mengkaji pengaruh social media marketing terhadap brand image, serta mengevaluasi peran brand image sebagai mediator dalam hubungan antara social media marketing dan repurchase intention. Metode penelitian yang digunakan adalah pendekatan kuantitatif eksplanatori dengan desain deskriptif konklusif dan single cross-sectional, menggunakan sampel sebanyak 120 responden yang dipilih melalui teknik purposive sampling. Hasil penelitian menunjukkan bahwa social media marketing berpengaruh positif dan signifikan terhadap repurchase intention, social media marketing berpengaruh positif dan signifikan terhadap brand image, brand image berpengaruh positif dan signifikan terhadap repurchase intention, dan brand image secara signifikan memediasi hubungan antara social media marketing dan repurchase intention.

This study examines the problem of how social media marketing influences consumer repurchase intention through brand image mediation, especially at Golqi Chicken Talasalapang Branch. The purpose of this study is to analyze the significant influence of social media marketing on repurchase intention, test the influence of brand image on repurchase intention, examine the influence of social media marketing on brand image, and evaluate the role of brand image as a mediator in the relationship between social media marketing and repurchase intention. The research method used is an explanatory quantitative approach with a conclusive descriptive design and single cross-sectional, using a sample of 120 respondents selected through a purposive sampling technique. The results show that social media marketing has a positive and significant effect on repurchase intention, social media marketing has a positive and significant effect on brand image, brand image has a positive and significant effect on repurchase intention, and brand image significantly mediates the relationship between social media marketing and repurchase intention.