Pengaruh Harga, Content Marketing, e-WOM, dan Online Customer Review Terhadap Minat Beli Ulang Voucher Outlet Momoyo 2 Pada Platform TikTok Di Kota Madiun

Dela Rahmayani Agustianingsih (Universitas PGRI Madiun)
Hendra Setiawan (Universitas PGRI Madiun)
Sulthan Misbahul Ghifaari (Universitas PGRI Madiun)

CAPITAL: JURNAL EKONOMI DAN MANAJEMEN
Vol. 10 No. 01 (2026)

Abstract: This study aims to analyze the influence of price, content marketing, e-WOM, and online customer reviews on the repurchase intention of Momoyo 2 outlet vouchers on the TikTok platform in Madiun City. This study employed a quantitative method with a purposive sampling technique. A total of 385 respondents were selected using the Lemeshow formula. Data were collected through questionnaires and analyzed using SPSS version 23. The results indicate that price, content marketing, e-WOM, and online customer reviews each have a positive and significant effect on the repurchase intention of Momoyo 2 outlet vouchers on the TikTok platform in Madiun City.Keywords: Price, Content Marketing, e-WOM, Online Customer Reviews, Repurchase Intention.