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All Journal Jurnal Diskursus Islam JPM17: Jurnal Pengabdian Masyarakat Jurnal Berita Sosial Iqra: Jurnal Ilmu Kependidikan dan Keislaman SINERGI: Jurnal Ilmiah Ilmu Manajemen Resona : Jurnal Ilmiah Pengabdian Masyarakat Pendas : Jurnah Ilmiah Pendidikan Dasar JTP - Jurnal Teknologi Pendidikan International Journal of Economics, Business and Accounting Research (IJEBAR) eCo-Buss Jurnal Ilmiah Edunomika (JIE) Al-Muaddib : Jurnal Kajian Ilmu Kependidikan Jurnal Terapan Manajemen dan Bisnis International Journal of Health, Economics, and Social Sciences (IJHESS) ABDI MASSA: Jurnal Pengabdian Nasional Society : Jurnal Pengabdian dan Pemberdayaan Masyarakat Literatify : Trends in Library Development Jurnal Ilmu Ekonomi Manajemen dan Akuntansi Jurnal Altifani Penelitian dan Pengabdian kepada Masyarakat International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Journal of Social Research Journal of Trends Economics and Accounting Research International Journal of Economics (IJEC) Journal of Artificial Intelligence and Digital Business Digital Bisnis: Jurnal Publikasi Ilmu Manajemen Dan E-commerce Al-Iftah: Journal of Islamic studies and society Jurnal Multidisiplin Sahombu MULTIPLE: Journal of Global and Multidisciplinary Jurnal Nirta: Studi Inovasi Neraca Manajemen, Akuntansi, dan Ekonomi Journal of Innovative and Creativity Jurnal Ar Ro'is Mandalika (Armada) Juara SD : Jurnal Pendidikan dan Pembelajaran Sekolah Dasar Abdi Kimia : Jurnal Pengabdian Masyarakat TEBAR SCIENCE (Jurnal Kajian Sosial dan Budaya) Dialektika : Jurnal Pendidikan Agama Islam Jurnal Ekonomi, Manajemen, Akuntansi Management Dynamics: International Journal of Management and Digital Sciences JIMEK Scripta Economica: Journal of Economics, Management, and Accounting
Abdul Halik
Universitas 17 Agustus 1945 Surabaya
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Nursing Public Health Social Sciences Other

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Journal : Journal of Social Research

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The Influence of Brand Image, Product Innovation, and Social Media Marketing Activity on Repurchase Decision Through Customer Satisfaction as An Intervening Variable at Mixue In Bojonegoro Dwi Fitrianti; Abdul Halik; Endah Budiarti
Journal of Social Research Vol. 4 No. 2 (2025): Journal of Social Research
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/josr.v4i2.2414

Abstract

The development of the food & beverage (F&B) industry in Indonesia is currently growing very rapidly. Changes in people's lifestyles, especially in big cities, who like fast food and drinks, coupled with the passive use of digital platforms which have a transformative impact on digitalization provide opportunities for F&B businesses to promote their products to internet users. This research aims to find out empirical evidence regarding the influence of brand image, product innovation, social media marketing activity, on repurchase decisions and customer satisfaction. The population in this research are customers who have made purchases at Mixue Bojonegoro. The sampling technique is a purposive sampling technique which is randomly selected from customers who have made purchases at Mixue Bojonegoro, namely 100 respondents. Hypothesis testing was carried out using a Structural Equation Model (SEM) approach based on Partial Least Square (PLS). Based on the results of the analysis of the 7 hypotheses analyzed, all were proven to be accepted, namely brand image, product innovation, and social media marketing activity had a significant effect on repurchase decisions and customer satisfaction. This research provides insight for companies in designing effective marketing strategies to increase customer loyalty through improving brand image, product innovation and marketing activities on social media.
Co-Authors - Hwihanus A. Irma Suryani Abdullah Thahir Achmad Maqsudi Achmad Yanu Alif Fianto Achmad Yanu Aliffianto Adinda Jennifer Pardede Agus Hermanto Agustinus Hilarius Himamosa Ahdar Ahmad Mudabbir Pencalang Aida Ayu Alfian Shaddam Syafei Ali Rahman Ambo Dalle Amir Patintingan Anggraeny Puspaningtyas Ardianto Asy Nur Syamsih Aziz, Muhamad Choirul Bahri, Salmi Yuniar Budhi Hartanto Buhaerah Cahyaningthyas, Afifa Devi Cindy Chintya Aristarini Daniel Filbert Darmawati DARYONO Dea Ayu Maharani Andris Dea Nabilah Idraki Dony Perdana Dwi Fitrianti Eko Budiono Endah Budiarti Endah Budiarti Endah Budiarti Endang Sri Wahyuni Erlinda Dwi Puspitasari Erni Puspanantasari Putri, Erni Puspanantasari Estik Hari Prastiwi Febrianti, Reni Firman Firmansyah Gaeldeba Garaika Galang Berlyne Ramadhan Gatronado Garaika Hakim Muttaqim Hakim Muttaqim Hamdana Hamdanah Hapsa Usman Hartono Hartono Hasmaini Hasmuddin Ida Aju Brahma Ratih Isfah Jamaluddin ISHAK Iyan Jaka Purnama Joko Priyono Kaharuddin Laila Mufida M Farrel Haidar Ali M. Adhi Prasnowo M. Fatahuddin M. Ilyas M. Nasri Hamang Mahsyar Idris Mimiasri Mimiasri Mohammad Amin Mrs. Nurlela Mudfainna Muhamad Nafi' Asrori Muhammad Alwi Muhammad Asri Muhammad Athallah Syahrul Ramadhan Muhammad Ilyas Muhammad Isra Muhammad Saleh Muharram Mukhsinah Mukhsinah Mukhsinah, Mukhsinah Munawir Saharuddin MUSLIMIN Musyarif Muzdalifah Muhammadun Nugroho, Mulyanto Nur Esa Nur Hidayati Nur, Hasruddin Nurfadillah Nurfitrayadi Nurhadi, Muizzu Nurkhafifah Kasau Nurul Hikmah Hayati Sultan Okky Nur Susanto Pipit Fadilatul Fitri Putri Sesanti, Wiwit Ryzki Ratnaningsih Ratnaningsih Rayhani Ichsan Regita Cahyani Ritha Tuken Saputra Hadiwinarto Sirajuddin Siti Mujanah Siti Mujanah Siti Mujannah Siti Mujannah Sitti Jamilah Amin Slamet Riyadi Slamet Riyadi Sri Budi Kasiyati Sri Budi Kasiyati Sukriyadi, Sukriyadi Sukwanty. T Suryadi Rasyid Syahputra, Dicky Trida Trisno Zuono Ulfah, Sitti Maria Usman Wiwik Handayani Yahya Kurnia Hanjaya Yoni Evan Pratama Zulfiani ramaadhani azis