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All Journal Economics, Business and Management Science Journal
Nasution, Amelia Andari Wicaksana
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Economics, Econometrics & Finance

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Pengaruh Media Sosial dan Konten Marketing terhadap Repurchase Intention pada Butik Zeuty di Johor Medan Sumatera Utara Nasution, Amelia Andari Wicaksana; Sahir, Syafrida Hafni
Economics, Business and Management Science Journal Vol 5, No 2 (2025): Economics, Business and Management Science Journal, August
Publisher : Mahesa Research Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34007/ebmsj.v5i2.836

Abstract

This research aims to find out whether social media and marketing content have an influence on repurchase intention at the zeuty.of boutique in Johor, Medan, North Sumatra. Zeuty.of boutique the population used in this research were consumers . This study used a sample of 63 respondents, hypothesis testing in this study used statistical model analysis consisting of validity test, reliability test, classical assumption test, multiple linear regression, F test, t test, and coefficient of determination (R2) using SPSS software 25 (Statistics Product and Services Solution) for windows. Research data comes from primary data and the data collection process and uses questionnaires. The research results show that there is a relationship between the independent variables, namely social media and marketing content, and the dependent variable, namely repurchase intention. For the social media variable, the t value obtained is tcount ttable (7,361 1.670) with a significance level of 0.000 0.05 and for the marketing content variable, the tcount ttable value is obtained (5,915 1.670) with a significance level of 0.004 0.05 so it can be concluded that media social and content marketing have a significant positive effect on repurchase intention at the zeuty.of boutique in Johor Medan North Sumatra. And the F test obtained a value of fcount ftable (46.175 4.00), with the hypothesis being accepted so it can be concluded that the social media variable (X1) and the marketing content variable (X2) simultaneously influence repurchase intention (Y).
Co-Authors Syafrida Hafni Sahir