Pengaruh Social Media Marketing Activities Terhadap Repurchase Intention di “Nordic by the Founders” Surabaya dengan Customer Engagement Sebagai Variabel Mediasi

Kristo Marco; James Valdi; David Kristianto

doi:10.9744/jmp.12.1.15-26

Authors

Kristo Marco Universitas Kristen Petra
James Valdi Universitas Kristen Petra
David Kristianto Universitas Kristen Petra

DOI:

https://doi.org/10.9744/jmp.12.1.15-26

Keywords:

social media marketing activities, customer engagement, repurchase intention

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing Activities Nordic by The Founders terhadap repurchase intention pelanggan dari para pelanggan di Surabaya dengan customer engagement sebagai variabel mediasi. Social Media Marketing Activities merujuk pada melakukan aktivitas pemasaran melalui konten media sosial. Social Media Marketing Activities seringkali menghasilkan customer engagement yang pada akhirnya menumbuhkan repurchase intention. Penelitian ini menggunakan metode kuantitatif dengan teknik analisis data Partial Least Square (PLS) yang melibatkan 100 pelanggan Nordic by The Founders Surabaya. Hasil penelitian menunjukkan bahwa Social Media Marketing Activities memiliki pengaruh positif dan signifikan terhadap customer engagement. Customer engagement memiliki pengaruh positif dan signifikan terhadap repurchase intention. Social Media Marketing Activities berpengaruh positif namun tidak signifikan terhadap repurchase intention kecuali dimediasi customer engagement.

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