Pengaruh Social Media Marketing terhadap Repeat Purchase dengan Variabel Intervening Perceived Service Quality dan Brand Image pada Industri Fast-Food Restaurant di Surabaya

Paulina Kristiani(1*), Diah Dharmayanti(2),


(1) 
(2) 
(*) Corresponding Author

Abstract


Penelitian ini menguji apakah social media marketing berpengaruh terhadap repeat purchase melalui perceived service quality dan brand image. Penelitian menggunakan metode penelitian kuantitatif kausal. Jumlah responden yang digunakan dalam penelitian ini sebesar 180 responden dengan teknik sampling nonprobability sampling. Teknik pengujian data yang digunakan di dalam penelitian ini adalah memakai validitas dan reabilitas. Teknik analisa data adalah dengan menggunakan teknik statistik deskriptif dan multivariat. Hasil yang didapatkan di dalam penelitian ini membuktikan bahwa ada pengaruh pada social media marketing terhadap repeat purchase. Dengan adanya penggunaan bahasa yang sopan dan menjawab pertanyaan dari konsumen dengan sabar di dalam sosial media tersebut maka dapat mempengaruhi repeat purchase pada industri fast-food restaurant di Surabaya. Berdasarkan penelitian ini juga, dapat dinyatakan bahwa adanya variabel intervening berupa perceived service quality dan brand image dapat mempengaruhi repeat purchase pada industri fast-food restaurant di Surabaya.

 

Kata Kunci: Fast- Food Restaurant, Social Media Marketing, Perceived Service Quality, Brand Image, Repeat Purchase, Surabaya.


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