Pengaruh social media marketing terhadap repurchase intention melalui experiential marketing dan brand trust pada pelanggan Kopi Kenangan

Yuela, Casia Devira (2023) Pengaruh social media marketing terhadap repurchase intention melalui experiential marketing dan brand trust pada pelanggan Kopi Kenangan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Casia Devira Yuela (01011200178) PENGARUH SOCIAL MEDIA MARKETING TERHADAP REPURCHASE INTENTION MELALUI EXPERIENTIAL MARKETING DAN BRAND TRUST PADA PELANGGAN KOPI KENANGAN (xiv + 112 halaman: 9 gambar, 25 tabel) Dalam penelitian awal, mengungkapkan adanya sebuah fenomena yang menyatakan Kopi Kenangan bisa tergolong cukup sukses dan menarik pelanggan lewat inovasi yang ia buat dan pengembangan layanan serta produk. Penelitian ini bertujuan untuk menganalisa pengaruh social media marketing terhadap repurchase intention melalui experiential marketing dan brand trust pada pelanggan Kopi Kenangan. Responden sebanyak 180 dikumpulkan dengan non probability sampling dengan jenis purposive sampling melalui kuesioner online dan dianalisa menggunakan metode PLS-SEM (Partial Least Square – Structural Equation Modeling) dengan bantuan software SmartPLS dan uji statistik one-tailed test. Hasilnya menunjukkan bahwa social media marketing berkorelasi positif dengan repurchase intention. Brand trust berkorelasi positif dan signifikan terhadap repurchase intention, sedangkan experiential marketing tidak berkorelasi dan tidak signifikan terhadap repurchase intention dan social media marketing berkorelasi positif dan signifikan terhadap repurchase intention. Dengan meningkatkan kenyamanan dan inovasi pdoduk diharapkan akan meningkatkan pengalaman pelanggan dimana pada akhirnya akan mempengaruhi niat pembelian ulang. Kata kunci: kepercayaan merek, pemasaran berdasarkan pengalaman, niat beli ulang, media sosial, pemasaran media sosial/ Casia Devira Yuela (01011200178) THE INFLUENCE OF SOCIAL MEDIA MARKETING ON REPURCHASE INTENTION THROUGH EXPERIENTIAL MARKETING AND BRAND TRUST ON KOPI KENANGAN CUSTOMERS (xiv + 112 pages: 9 pictures, 25 table) In initial research, it was revealed that there was a phenomenon that stated that Kopi Kenangan could be quite successful and attract customers through the innovations it created and the development of services and products. This research aims to analyze the influence of social media marketing on repurchase intention through experiential marketing and brand trust among Kopi Kenangan customers. 180 respondents were collected using non-probability sampling with purposive sampling type through an online questionnaire and analyzed using the PLS-SEM (Partial Least Square - Structural Equation Modeling) method with the help of SmartPLS software and one-tailed statistical tests. The results show that social media marketing is positively correlated with repurchase intention. Brand trust has a positive and significant correlation with repurchase intention, while experiential marketing has no correlation and is not significant with repurchase intention and social media marketing has a positive and significant correlation with repurchase intention. By increasing convenience and product innovation, it is hoped that it will improve customer experience which will ultimately influence repeat purchase intentions. Keywords: brand trust, experiential marketing, repurchase intention, social media, social media marketing

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• Pengaruh social media marketing terhadap repurchase intention melalui experiential marketing dan brand trust pada pelanggan Kopi Kenangan = The influence of social media marketing on repurchase intention through experiential marketing and brand trust on kopi kenangan customers. (deposited UNSPECIFIED)

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