Anteseden repurchase intention pada produk kosmetik halal

DETAIL KOLEKSI

Anteseden repurchase intention pada produk kosmetik halal

Oleh : Annisa Kharisma Prameswari

Info Katalog

Nomor Panggil : 022001908007

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Arnolt Kristian Pakpahan

Subyek : Brand loyalty;Market surveys

Kata Kunci : social media marketing, brand awareness, electronic word of mouth, repurchase intention.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2022_TA_SMJ_022001908007_Halaman-judul.pdf	11
2.	2022_TA_SMJ_022001908007_Lembar-pengesahan.pdf	6
3.	2022_TA_SMJ_022001908007_-Bab-1-pendahuluan.pdf	9
4.	2022_TA_SMJ_022001908007_-Bab-2-tinjauan-pustaka.pdf	15
5.	2022_TA_SMJ_022001908007_-Bab-3-metode-penelitian.pdf	22
6.	2022_TA_SMJ_022001908007_-Bab-4-analisis-dan-pembahasan.pdf	23
7.	2022_TA_SMJ_022001908007_-Bab-5-kesimpulan.pdf	4
8.	2022_TA_SMJ_022001908007_-Daftar-pustaka.pdf	5
9.	2022_TA_SMJ_022001908007_Lampiran.pdf	30

Abstrak
Abstract

P enelitian ini bertujuan untuk menguji pengaruh Social Media Marketing terhadap Repurchase Intention yang dimediasi oleh Brand Awareness dan Electronic Word of Mouth (E-WOM) pelanggan kosmetik halal. Melakukan penyebaran kuesioner kepada 160 Responden sebagai sample. Dalam penelitian ini metode pengambilan sample menggunakan non-probability sampling, menggunakan teknik purposive sampling. Metode analisis data yang digunakan adalah Structural Equation Modeling (SEM), SPSS dan Software AMOS22. Hasil menampilkan (1) Variabel Social Media Marketing tidak terdapat pengaruh signifikan dan positif terhadap Repurchase Intention dan tidak didukung. (2) Variabel Social Media Marketing berpengaruh signifikan dan positif terhadap Brand Awareness dan didukung. (3) Variabel Social Media Marketing berpengaruh signifikan dan positif terhadap Electronic Word Of Mouth dan didukung. (4)Variabel Brand Awareness berpengaruh signifikan dan positif terhadap Repurchase Intention dan didukung. (5) Variabel Social Media Marketing berpengaruh signifikan dan positif terhadap Repurchase Intention yang dimediasi oleh Brand Awareness dan didukung. (6) Variabel Electronic Word Of Mouth berpengaruh signifikan dan positif terhadap Repurchase Intention dan didukung. (7) Variabel Social Media Marketing berpengaruh signifikan dan positif terhadap Repurchase Intention yang dimediasi oleh Electronic Word Of Mouth dan didukung. Saran (1) Penelitian selanjutnya dapat memperluas penyebaran kuesioner ke seluruh daerah agar data bisa lebih akurat. (2) Peneliti selanjutnya dapat memperluas cakupan penelitian diberbagai jenis bisnis tidak hanya produk kosmetik halal, peneliti selanjutnya dapat melakukan penelitian pada objek lain seperti produk makanan dan minuman halal hingga produk obat yang tersertifikasi halal.

T he objective of the empirical study is to examine and to analyze the effect of Social Media Marketing on Repurchase Intention mediated by Brand Awareness and Electronic Word of Mouth (E-WOM) of halal cosmetic customer. Distributing questionnaires to 160 respondents as samples. In this study, the sampling method used non-probability sampling, using purposive sampling technique. The data analysis methods used are Structural Equation Modeling (SEM), SPSS and AMOS22 software. The results show (1) the Social Media Marketing variables have no significant and positive effect on Repurchase Intention and is not supported. (2) the Social Media Marketing variables have significant and positive effect on Brand Awareness and is supported. (3) the Social Media Marketing variables have significant and positive effect on Electronic Word Of Mouth and is supported.(4) the Brand Awareness variables have significant and positive effect on Repurchase Intention and is supported. (5) Social Media Marketing variable has a significant and positive effect on Repurchase Intention which is mediated by Brand Awareness and is supported. (6) The Electronic Word Of Mouth variable has a significant and positive effect on Repurchase Intention and is supported. (7) The Social Media Marketing variable has a significant and positive effect on Repurchase Intention which is mediated by Electronic Word Of Mouth and is supported. Suggestions (1) Further research can expand the distribution of questionnaires to all regions so that the data can be more accurate. (2) Further researchers can expand the scope of research in various types of business, not only halal cosmetic products, further researchers can conduct research on other objects such as halal food and beverage products to halal-certified medicinal products.