The Role of Social Media (Instagram) Marketing, Brand Awareness, and Brand Image on Repurchase Decision in a Local Coffee Shop Brand Mediated by Price Level

Chandra, Catherine Patricia (2023) The Role of Social Media (Instagram) Marketing, Brand Awareness, and Brand Image on Repurchase Decision in a Local Coffee Shop Brand Mediated by Price Level. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

This research aims to find the role of social media (Instagram) marketing on brand awareness, brand image, and repurchase decision of a local coffee shop brand mediated by price level. As business competition increases in the market, marketers must develop new and optimised marketing strategies to compete effectively. Moreover, new marketing strategies have risen with the existence of social media. The objective of this research is Kopi Kenangan. This study is directed to Kopi Kenangan customers who have repurchased Kopi Kenangan products, and this research is directed to customers located in the Jabodetabek area. This study employs the quantitative research method and uses an online survey questionnaire to collect data from the target population. Around 63 respondents were collected for the preliminary test, and about 340 were collected for the actual test. The data is analysed using SPSS 26 and AMOS 26, and the tests include validity and reliability tests, classical assumptions test, coefficient of correlation, model fit, and hypothesis testing. The results suggest that social media (Instagram) marketing, brand awareness, and brand image positively influence price level. Moreover, price level and brand image have a positive influence on repurchase decisions. However, It was found that social media (Instagram) marketing and brand awareness do not positively influence repurchase decisions. Therefore, this study has contributed to past research on enhancing repurchase decisions.

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