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All Journal Community Development Journal: Jurnal Pengabdian Masyarakat Journal of Social Research Neraca: Jurnal Ekonomi, Manajemen dan Akuntansi Neraca Manajemen, Akuntansi, dan Ekonomi Jurnal Penelitian Pendidikan Indonesia Jurnal Dinamika Manajemen TOMAN: Jurnal Topik Manajemen
Endah Budiarti
Universitas 17 Agustus 1945 Surabaya
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Public Health Social Sciences Other

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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 Abdul Halik Akhtar Alam Saputra Alfernando Marga Putra Amiartuti Kusmaningtyas Cinta Kusuma Dewi Danu Utoyo Kurniawan Dewi Yunitaningrum Dwi Fitrianti enni sustiyatik Farah Nabilah Fredyta Wijianti Ghora Wisnu Samudra Harum Uswatun Chasanah Ida Bagus Cempena Mayang Eka Oktavia Nardiana Muhamad Choirul Aziz Muhammad Ainul Shabana Muhammad Athallah Syahrul Ramadhan Nur Aisyah Retno Purwani Setyaningrum Rinda Pramudya Pangesti Sigit Santoso Suhardi Suhardi Tri Andjarwati Vionarisca Kurnia Putri Virda Ayu Rahmadani Widi Harliana Yayang Pitino Yustika Puspita Wardhani