the influence of lifestyle and digital marketing toward repurchase intention at Dough Label, Binjai

Milesa, Cindy (2023) the influence of lifestyle and digital marketing toward repurchase intention at Dough Label, Binjai. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Dough Label, Binjai experienced a decline in Repurchase Intention that can be seen from the revenue data. This was suspected due to Lifestyle and Instagram Digital Marketing. This research aims to investigate whether Lifestyle and Instagram Digital Marketing have partial and simultaneous influence towards Repurchase Intention at Dough Label, Binjai. Lifestyle and Instagram Digital Marketing have an important role in shaping Repurchase Intention. Lifestyle and Instagram Digital Marketing are highly connected with Repurchase Intention and company revenue. In this research, the writer used quantitative, descriptive, and causal. the writer used descriptive and causal approach. The sampling technique used was accidental sampling. The sample size was 97 customers at Dough Label, Binjai. This research also passed the validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, and multiple linear regression test, and the equation is Y = 3.464+ 0.412 X1+ 0.344 X2+e. The results of hypothesis test showed that Lifestyle and Instagram Digital Marketing have an influence on Repurchase Intention, either partially or simultaneously. Furthermore, Lifestyle and Instagram Digital Marketing have a 45.8% influence on Repurchase Intention. Recommendations for Dough Label, Binjai can customize comfort such as ensuring a cool room temperature, installing wifi that makes customers comfortable in relaxing and food served quickly and completely, and can regularly do promotions on Instagram both in the sharing of information, sharing videos and photos of food and beverages, do share View cafe and share reviews from customers. / Label Adonan, Binjai mengalami penurunan Intensi Pembelian Kembali yang terlihat dari data pendapatan. Hal ini diduga karena Lifestyle dan Digital Marketing Instagram. Tujuan dari penelitian ini adalah untuk mengetahui apakah Gaya Hidup dan Pemasaran Digital Instagram memiliki pengaruh parsial dan simultan terhadap Niat Pembelian Kembali di Dough Label, Binjai. Gaya Hidup dan Digital Marketing Instagram memiliki peran penting dalam membentuk Niat Pembelian Kembali. Gaya Hidup dan Pemasaran Digital Instagram sangat terkait dengan Niat Pembelian Kembali dan pendapatan perusahaan. Dalam penelitian ini penulis menggunakan metode kuantitatif, deskriptif dan kausal. penulis menggunakan pendekatan deskriptif dan kausal. Teknik sampling yang digunakan adalah accidental sampling. Ukuran sampel adalah 97 pelanggan di Dough Label, Binjai. Penelitian ini juga lolos uji validitas, uji reliabilitas, uji normalitas, uji multikolinearitas, uji heteroskedastisitas, uji regresi linier berganda dan persamaannya adalah Y = 3,464+ 0,412 X1+ 0,344 X2 + e. Hasil uji hipotesis menunjukkan bahwa Gaya Hidup dan Digital Marketing Instagram berpengaruh terhadap Niat Pembelian Kembali, baik secara parsial maupun simultan. Selain itu, Gaya Hidup dan Pemasaran Digital Instagram memiliki pengaruh sebesar 45,8% terhadap Niat Pembelian Kembali. Rekomendasi untuk Dough Label, Binjai dapat menyesuaikan kenyamanan seperti memastikan suhu ruangan yang sejuk, memasang wifi yang membuat pelanggan nyaman dalam bersantai dan makanan disajikan dengan cepat dan lengkap serta dapat secara rutin melakukan promosi di instagram baik dalam berbagi informasi, berbagi video dan foto makanan dan minuman, melakukan share View cafe dan berbagi review dari pelanggan.

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