Pengaruh Brand Image, Product Innovation, dan Social Media Marketing Activity terhadap Repurchase Decision melalui Customer Satisfaction sebagai Variabel Intervening pada Mixue di Bojonegoro. (The Influence of Brand Image, Product Innovation, and Social Media Marketing Activity on Repurchase Decision through Customer Satisfaction as an Intervening Variable at Mixue in Bojonegoro).

Fitrianti, Dwi (2024) Pengaruh Brand Image, Product Innovation, dan Social Media Marketing Activity terhadap Repurchase Decision melalui Customer Satisfaction sebagai Variabel Intervening pada Mixue di Bojonegoro. (The Influence of Brand Image, Product Innovation, and Social Media Marketing Activity on Repurchase Decision through Customer Satisfaction as an Intervening Variable at Mixue in Bojonegoro). Masters thesis, Universitas 17 Agustus 1945 Surabaya.

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Official URL: http://repository.untag-sby.ac.id

Abstract

Perkembangan industri food & beverage (F&B) di Indonesia saat ini berkembang sangat pesat. Perubahan gaya hidup masyarakat terutama di kota besar yang menyukai makanan dan minuman cepat saji, ditambah lagi dengan pasifnya penggunaan platform digital yang berdampak pada transformatif digitalisasi memberikan peluang bisnis F&B untuk mempromosikan produknya kepada pengguna internet. Penelitian ini bertujuan untuk mengetahui bukti empiris mengenai pengaruh brand image, product innovation, social media marketing activity, terhadap repurchase decision dengan customer satisfaction. Populasi dalam penelitian ini adalah pelanggan yang sudah pernah melakukan pembelian di Mixue Bojonegoro. Teknik pengambilan sampel adalah teknik purposive sampling yang dipilih secara acak dari pelanggan yang pernah melakukan pembelian di Mixue Bojonegoro yaitu 100 responden. Uji hipotesis dilakukan dengan pendekatan Structural Equation Model (SEM) berbasis Partial Least Square (PLS). Berdasarkan hasil analisis dari 7 hipotesis yang dianalisis semua terbukti diterima yaitu brand image, product innovation, dan social media marketing activity berpengaruh signifikan terhadap repurchase decision dan customer satisfaction. Penelitian ini memberikan wawasan bagi perusahaan dalam merancang strategi pemasaran yang efektif untuk meningkatkan loyalitas pelanggan melalui peningkatan citra merek, inovasi produk, dan aktivitas pemasaran di media sosial. Kata kunci: Brand Image, Product Innovation, Social Media Marketing Activity, Repurchase Decision, Customer Satisfaction.

Item Type: Thesis (Masters)
Uncontrolled Keywords: brand image, product innovation, social media marketing activity,repurchase decision, customer satisfaction
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Magister Manajemen
Depositing User: 1231800051 DWI FITRIANTI
Date Deposited: 20 Mar 2002 17:54
Last Modified: 02 Apr 2002 15:07
URI: http://repository.untag-sby.ac.id/id/eprint/36646

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