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All Journal MANAJEMEN DEWANTARA
Sherli Afifatul Ayiyah
Universitas Islam Nahdlatul Ulama Jepara
Economics, Econometrics & Finance

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HOW SOCIAL MEDIA MARKETING ACTIVITIES DRIVE REPURCHASE INTENTION: THE ROLE OF BRAND TRUST AND BRAND ATTACHMENT Sherli Afifatul Ayiyah; Mohamad Rifqy Roosdhani
MANAJEMEN DEWANTARA Vol 10 No 2 (2026): MANAJEMEN DEWANTARA
Publisher : Universitas Sarjanawiyata Tamansiswa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30738/md.v10i2.22400

Abstract

Objectives: To examine the effect of social media marketing activities on repurchase intention through brand trust and brand attachment among Indonesian Generation Z Skintific consumers. Methods: Quantitative research involving 210 respondents selected through purposive sampling, analyzed using PLS-SEM with SmartPLS 4. Research Gap/Novelty: Integrates brand trust and brand attachment as mediating mechanisms linking social media marketing to repurchase intention. Results: Social media marketing positively and significantly influenced brand trust, brand attachment, and repurchase intention. Both mediators significantly enhanced repurchase intention. Conclusion: Effective social media marketing strengthens consumer relationships and encourages repeat purchases.
Co-Authors Mohamad Rifqy Roosdhani