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Kussudyarsana Kussudyarsana
Fakultas Ekonomi Dan Bisnis Universitas Muhammadiyah Surakarta
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Journal : Jurnal Bina Bangsa Ekonomika

 1 
PENGARUH SOCIAL MEDIA MARKETING TERHADAP NIAT PEMBELIAN ULANG DENGAN BRAND IMAGE DAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING PADA PRODUK SCARLETT WHITENING Laili Isrofa; Kussudyarsana Kussudyarsana
Jurnal Bina Bangsa Ekonomika Vol. 17 No. 1 (2024): Jurnal Bina Bangsa Ekonomika (JBBE)
Publisher : LP2M Universitas Bina Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46306/jbbe.v17i1.517

Abstract

This study aims to analyze the influence of Social Media marketing on Repurchase Intent with Brand Image and Brand Awareness as intervening variables in Scarlett Whitening Products. In this study using 180 respondents. The types of data used are primary and secondary data. Data was collected through an online questionnaire and processed using the Partial Least Square analysis tool  with SmartPLS 3.0 software. The results of this study show that: Social Media Marketing has a positive and significant effect on Brand Image. Social Media Marketing has a positive and significant effect on Brand Awareness. Social Media Marketing has a positive and significant effect on Repurchase Intent. Brand Image has a positive and significant effect on Repurchase Intent. Brand Awareness has a positive and significant effect on Repurchase Intent. Brand Image is able to mediate the influence of Social Media Marketing on Repurchase Intent. Brand Awareness is able to mediate the influence of Social Media Marketing on Repurchase Intent
Co-Authors Aan Sofyan Agus Setiawan, Anton Agustin Dwi Hastuti Anggrayuda fajar Anggun Azizah Annisa Annisa Antika, Mia Anton Agus Setyawan Arta, Muhammad Alvin Danu Ayu Khoirotul Umaroh Ayuandira, Ririn Berliana, Rahma Novita Devi, Nur Yuliana Dwi Putri Kinasih Evita Dhewi Hananti F Firmansyah, F Farhan Afifudin, Muhammad Fari Adi Prasetya Farid Wajdi Fatchurrohman Fatchurrohman Fatchurrohman Fatchurrohman, Fatchurrohman Febrianti, Bella Gusva Nanda Prayoga Halim Hananti, Evita Dhewi Hastuti, Agustin Dwi Ihwan Susila Jannah, Zainur Miftakhul Jati Waskito Jufendri Laili Isrofa Lestari Rejeki Lestari Rejeki, Lestari Luluk Ria Rakhma Luqiana, Asyifa Lulu M. Rizki M. Sholahuddin Maimun, Muhammad Halim Mangestuti, Ratna Mai Mia Antika Moh fahmi Johan Syah Muchlison Anis Muh. Tasrif Muhriza, Nurul Muhtadi Muhtadi Mulyono, Afieina Maulida Munajat Tri Nugroho Naisha Rahma Indraswari Nur Achmad Nur Ahmad, Nur Nur Yuliana Devi Nurhidayat Nurhidayat Prabowo, Kharina Febby Purwo Saputro, Edy Puspitasari, Anita Rahmad Ageng Handoko Rahmadhoni, Novita Kusuma Rahmawati, Clara Fadhilla Ram Vemuri Ramadhaningtyas, Novendra Frida Reni Nur Alviana Riska Atqiyya Baroroh Rohmani, Nala Putriana Haidir S Soepatini Sholahudin, M. Soeptaini Soeptaini Solly Aryza Suranto Suranto Sutanto, Wullyatri Dewi Risma Syahputra, Firnanda Dwi Utami, Ayu Sri Utami, Ruruh Ayu Widi Utami, Dyah Widiatmoko, Eling Yessy Bangkit Forma Zhari, Maulaniya Nestri Setya Zulfa Irawati Zulfa Irawati, Zulfa