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All Journal JEKPEND Jurnal Ekonomi dan Pendidikan
Nessa, Happy
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Economics, Econometrics & Finance Education Social Sciences

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Social Media Marketing, Custumer Enggagement, E-Wom Terhadap Re-Puchase Intention Pada Institute Kopi Café Makassar Khaeril, Khaeril; Nursyamsi, Nursyamsi; Qadriah, Nurul nurulqadriah13@gmail.com; Nessa, Happy; Faulina, Irviani; Lutfi, Alim
JEKPEND: Jurnal Ekonomi dan Pendidikan Vol 7, No 2 (2024): Juli
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/jekpend.v7i2.66192

Abstract

This research aims to gain new knowledge and analyze the influence of social media marketing, customer engagement, and electronic word-of-mouth (e-WOM) on re-purchase intention. This type of research uses quantitative research with a survey approach. The population in this research are consumers found in Makassar Café Coffee Institute. The sampling technique uses purposive sampling with a total of 125 respondents. Data collection was carried out by distributing questionnaires directly and distributing Google forms to customers. The analysis technique used is Smart PLS 3.0 Software.Results show that: (1) Social Media Marketing has a negative but not significant influence on Re-Purchase Intention; (2) Customer Engagement has a positive and significant effect on Re-Puchase Intention; (3) e-Wom has a positive but not significant effect on Re-Puchase Intention.
Co-Authors Faulina, Irviani Khaeril, Khaeril Lutfi, Alim Nursyamsi Nursyamsi Qadriah, Nurul nurulqadriah13@gmail.com