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All Journal CAPITAL: JURNAL EKONOMI DAN MANAJEMEN
Dela Rahmayani Agustianingsih
Universitas PGRI Madiun
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Harga, Content Marketing, e-WOM, dan Online Customer Review Terhadap Minat Beli Ulang Voucher Outlet Momoyo 2 Pada Platform TikTok Di Kota Madiun Dela Rahmayani Agustianingsih; Hendra Setiawan; Sulthan Misbahul Ghifaari
CAPITAL: Jurnal Ekonomi dan Manajemen Vol. 10 No. 01 (2026)
Publisher : UNIVERSITAS PGRI MADIUN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25273/capital.v10i01.25746

Abstract

Abstract: This study aims to analyze the influence of price, content marketing, e-WOM, and online customer reviews on the repurchase intention of Momoyo 2 outlet vouchers on the TikTok platform in Madiun City. This study employed a quantitative method with a purposive sampling technique. A total of 385 respondents were selected using the Lemeshow formula. Data were collected through questionnaires and analyzed using SPSS version 23. The results indicate that price, content marketing, e-WOM, and online customer reviews each have a positive and significant effect on the repurchase intention of Momoyo 2 outlet vouchers on the TikTok platform in Madiun City.Keywords: Price, Content Marketing, e-WOM, Online Customer Reviews, Repurchase Intention.
Co-Authors Hendra Setiawan Sulthan Misbahul Ghifaari