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Olivia Gisena Santoso
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Health Professions

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Pengaruh Promosi Berbasis Media Sosial Terhadap Minat Beli Ulang Konsumen Pipe and Barrel Surabaya Olivia Gisena Santoso; Evelyn Setiadi
Jurnal Hospitality dan Manajemen Jasa Vol 4, No 2 (2016): Jurnal Hospitality dan Management Jasa
Publisher : Jurnal Hospitality dan Manajemen Jasa

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (207.498 KB)

Abstract

Abstrak : Penelitian ini dilakukan untuk mengetahui pengaruh advertising yaitu personal relevance, online interactivity, message, dan brand familiarity yang berbasis media sosial terhadap minat beli ulang di restoran Pipe and Barrel Surabaya. Jenis penelitian yang digunakan adalah kuantitatif kausal dengan analisis regresi linier berganda yang digunakan untuk mengetahui besarnya pengaruh variabel independen terhadap variabel dependen. Hasil penelitian menunjukkan bahwa hanya variabel personal relevance yang memiliki pengaruh positif dan signifikan dan menjadi variabel yang paling dominan mempengaruhi minat beli ulang. Online interactivity dan brand familiarity memiliki pengaruh positif namun tidak signifikan terhadap minat beli ulang. Message memiliki pengaruh negatif dan tidak signifikan terhadap minat beli ulang. Secara simultan keempat variabel memiliki pengaruh positif dan signifikan terhadap minat beli ulang dalam restoran Pipe and Barrel Surabaya.  Abstract : This study was conducted to determine the influence of advertising which are personal relevance, online interactivity, message and brand familiarity based on social media to re-purchasing intention at Pipe and Barrel Surabaya. This type of research is quantitative causal with multiple linear regression analysis was used to determine the influence of independent variables on the dependent variable. The results shows personal relevance is the only variabel that have positive and significant influence and become the most dominant variable that gives influence on re-purchasing intention. Online interactivity and brand familiarity have positive effect but no significant to the re-purchasing intention. Message has negative and no significant effect on the re-purchasing intention. Simultaneously the four variables have positive and significant effect on the re-purchasing intention at Pipe and Barrel Surabaya.
PENGARUH ADVERTISING BERBASIS MEDIA SOSIAL TERHADAP MINAT BELI ULANG KONSUMEN DI RESTORAN PIPE AND BARREL SURABAYA Marcus Remiasa; Olivia Gisena Santoso; Evelyn Setiadi
EKONOMIKA45 :  Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan Vol. 3 No. 2 (2016): Juni : Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan
Publisher : Fakultas Ekonomi Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (656.855 KB) | DOI: 10.30640/ekonomika45.v3i2.36

Abstract

The most often used Social media are instagram, facebook, and twitter. The main activities in social media are viewing news, uploading photos/video, and giving comment to other member. Conditions such as these is used by cafe or restaurant as a promotional tool, and the main promotion activity is advertising. This study was conducted to determine the influence of advertising which are personal relevance, online interactivity, message and brand familiarity based on social media to re-purchasing intentionat Pipe and Barrel Restaurant, Surabaya. This type of research is quantitative causal with multiple linear regression analysis was used to determine the influence of independent variables on the dependent variable. The results shows personal relevance is the only variabel that have positive and significant influence and become the most dominant variable that gives influence onre-purchasing intention. Online interactivity and brand familiarity havepositive effect but not significant to the re-purchasing intention. Message has negative and not significant effect on the re-purchasing intention. Simultaneously the four variables have positive and significant effect on the re-purchasing intention at Pipe and Barrel Restaurant, Surabaya.
Co-Authors Evelyn Setiadi Marcus Remiasa