PENGARUH SOCIAL MEDIA INFLUENCER DAN BRAND IMAGE TERHADAP REPURCHASE INTENTION: Survei terhadap Pengikut Instagram Fore Coffee

Sarah Fitriani, - (2024) PENGARUH SOCIAL MEDIA INFLUENCER DAN BRAND IMAGE TERHADAP REPURCHASE INTENTION: Survei terhadap Pengikut Instagram Fore Coffee. S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: https://repository.upi.edu/

Abstract

Penelitian ini bertujuan memperoleh gambaran dan pengaruh social media influencer dan brand image terhadap repurchase intention pada Pengikut Instagram Fore Coffee. Penelitian ini menggunakan metode deskriptif dan verifikatif dengan pendekatan kuantitatif. Sampel berjumlah 200 responden pada Pengikut Instagram Fore Coffee dengan menggunakan teknik simple random sampling. Data diolah secara statistic menggunakan metode Structural Equation Modeling (SEM). Hasil temuan pada penelitian ini menemukan bahwa gambaran social media influencer, brand image dan repurchase intention berada pada kategori baik. Hasil penelitian menunjukkan adanya pengaruh yang signifikan antara social media influencer terhadap brand image, pengaruh signifikan antara brand image terhadap repurchase intention dan pengaruh tidak langsung antara social media influencer terhadap repurchase intention melalui brand image. This study aims to obtain an overview and influence of social media influencers and brand image on repurchase intention on Fore Coffee Instagram Followers. This research uses descriptive and verification methods with a quantitative approach. The sample amounted to 200 respondents on Fore Coffee Instagram Followers using simple random sampling technique. The data is processed statistically using the Structural Equation Modeling (SEM) method. The findings of this study found that the description of social media influencers, brand image and repurchase intention is in the good category. The results showed a significant influence between social media influencers on brand image, a significant influence between brand image on repurchase intention and an indirect influence between social media influencers on repurchase intention through brand image.

Item Type: Thesis (S1)
Additional Information: https://scholar.google.com/citations?hl=en&user=eEbaJxwAAAAJ&scilu=&scisig=AA45KRsAAAAAZegRtJVGfbfAeG40Wi8o5LBl6Vc&gmla=AILGF5VTfUFILr2vuGbyF03zCL_osHM8DYfbKePA-5-wvBGY-jbJdVXvO62tZ-YvbSaQ9om0t6IwbXV5Hbf87q62Kl9IfA5m1knk26s&sciund=12621159347113723083 ID SINTA Dosen Pembimbing: Bambang Widjajanta: 5984870 Puspo Dewi Dirgantari: 5980376
Uncontrolled Keywords: Influencer media sosial, Citra Merek, Niat Beli Ulang Social Media Influencer, Brand Image, Repurchase Intention
Subjects: L Education > L Education (General)
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis
Depositing User: Sarah Fitriani
Date Deposited: 08 Mar 2024 03:12
Last Modified: 08 Mar 2024 03:12
URI: http://repository.upi.edu/id/eprint/116054

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