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Nurjanah, Listia
Universitas Internasional Batam
Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Mathematics Social Sciences Other

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An Analysis of Factors Influencing Repurchase Intention in the Automotive Sector in Batam City Nurjanah, Listia; Alexsandro, Wiko
Jurnal Economic Resource Vol. 8 No. 1 (2025): March-August
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/jer.v8i1.1698

Abstract

The use of social media continues to increase, followed by increasingly prohibitions on entrepreneurs using this media to market their business. On the other hand, this results in increasingly fierce competition, where marketers need to pay attention to effective marketing strategies to encourage special features or characteristics that can make consumers interested in buying products in their stores, as well as to maintain consumer loyalty. This research aims to analyze the influence of social media content, website content on repurchase intentions through E-WOM mediation and interactivity on students in choosing coffee drinks. The research approach used is quantitative. Data collection was obtained through distributing surveys to 300 research respondents of college students in Batam City. Data were analyzed using SMART-PLS software to carry out descriptive statistical analysis, structural Equation Modeling (SEM) analysis, and hypothesis testing to test the truth of the research hypothesis. The research findings concluded that social media content and website content play a significant role in influencing E-WOM as both show statistically significant effects. Furthermore, only social media content has a significant influence on interactivity, while website content does not demonstrate a notable impact on this variable. In addition, both E-WOM and interactivity significantly affect repurchase intention. E-WOM is found to significantly mediate the relationship between both social media content and website content on repurchase intention. On the other hand, interactivity mediates the relationship between social media content and repurchase intention
Co-Authors Adeline Adeline Adeline Adeline, Adeline Alexsandro, Wiko Andina Fasha Andina Fasha, Andina Anita Anita Antoni Saputra Ariyanto, Hepy Hefri Charles Charles Cherllyn Sepvinin Cindy Christina Nababan Cindy Fransisca Claudia Christina Cristina, Cristina Cuandra, Fendy Defen, Defen Eddison, Thomas Erwin Erwin Fernando Tandrian Gita Aulia Indah Chrystin Diana Indriyani, Monika Putri Jackie Rosana Jason Jerico Jason Jerico Jeferey Phang Jessie Limmousine Kangnanda, Vanness Katherine Katherine Kelvin Kelvin Kevin Charles Kristina Thai Kristina Thai Lady, Lady Lady, Lady Lily Indrawati Lily Purwianti Lily Puwianti Lim, Nicholas Limanda, Kelfi Yanti Lu Sudirman Maharani, Dita Ayu Sri Melina Melina Michelle Michelle Michelle Michelle Michelle Winovsky Michelle, Michelle Muhammad Ikhwanul Amri Nicky Nicky Noor Aslinda Abu Seman Novianto Novianto Patrick Patrick Pradnia Adella Priscillia Tanujaya Putra, Edy Yulianto Qadri, Rizni Aulia Raymond Gautama Putra Ria Bintan Napitupulu Ricardo Ricardo Richard Shakespeare Rio Fernando Robin Chen Rusyen, Karina Shevia, Shevia Sim Hwa Hwa Situmeang, Ampuan Stefhani Susanto Stella Theo Tiffani Tri Hanifa Tri Julianto Valent Valent Vinchen, Hendri Viona Eka Putri Desmond Vivian Frederica Widi Waisaka Winata, Wendy Yolanda Masnita Siagian Yosep Dwi Rian Yusran, Husna Leila