ANALISA PENGARUH SOCIAL MEDIA MARKETING TERHADAP REPURCHASE INTENTION MELALUI BRAND TRUST SEBAGAI VARIABEL MEDIASI PADA INSTAGRAM ADIDAS INDONESIA DI SURABAYA

Thomas Kevin Putra Bawono Tong

Abstract


Penelitian ini bertujuan untuk menganalisa pengaruh social media marketing terhadap repurchase intention dengan brand trust sebagai variabel mediasi pada Instagram Adidas Indonesia di Surabaya. Metode penelitian menggunakan kuantitatif dengan jumlah respoden sebanyak 155 responden. Teknik analisis data menggunakan metode path analisis. Hasil penelitian membuktikan bahwa social media marketing berpengaruh secara signifikan terhadap brand trust, brand trust berpengaruh secara signifikan repurchase intention, social media marketing berpengaruh secara signifikan terhadap repurchase intention.

Keywords


social media marketing, brand trust, repurchase intention

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References


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