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All Journal International Journal of Economics Development Research (IJEDR)
Oktaviani Dwi Wulansari
Universitas Pembangunan Nasional “Veteran” Jawa Timur
Economics, Econometrics & Finance Social Sciences

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Analyzing the Impact of Content Marketing, Instagram Social Media, and Customer Reviews on Repeat Purchases: A Case Study of PT Jokopi Indonesia Group Oktaviani Dwi Wulansari; Rusdi Hidayat Nugroho
International Journal of Economics Development Research (IJEDR) Vol. 5 No. 3 (2024): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v5i3.4722

Abstract

This study investigates the impact of content marketing, Instagram social media, and customer reviews on repeat purchases at PT Jokopi Indonesia Group, a coffee shop chain in Surabaya. Employing an associative research approach with a quantitative method, the study involved 200 Jokopi customers in Surabaya City with a purchase history of more than 2 times, selected through purposive sampling.The findings revealed that individually, content marketing, Instagram social media, and customer reviews significantly influence repeat customer purchases. Moreover, collectively, these three variables also exhibit a significant impact on repeat purchases. Hence, it can be inferred that content marketing strategies, Instagram social media presence, and customer reviews play a pivotal role in fostering customer loyalty and encouraging repeat purchases at Jokopi coffee shops.  
Co-Authors Acep Samsudin Rusdi Hidayat Nugroho