PENGARUH INFLUENCER ENDORSEMENT TERHADAP REPURCHASE INTENTION DENGAN CUSTOMER ENGAGEMENT SEBAGAI VARIABEL INTERVENING PADA BRAND JACK (MEN’S APPAREL)

Ryando Fenta Judistira

Abstract


Peneliti ini dilakukan untuk tujuan menganalisis Pengaruh Influencer Endorsement terhadap Repurchase Intention dengan Customer Engagement Sebagai Variabel Intervening pada Brand Jack (men’s apparel)
Penelitian ini bersifat riset deskriptif kausal dengan menggunakan pendekatan kuantitatif. Data dikumpulkan melalui online survey menggunakan instrumen kuesioner dengan respon yang dapat digunakan dari 175 responden. Peneliti hanya mengambil 175 responden yang sesuai dengan kriteria yang telah Peneliti tetapkan yaitu pernah melakukan transaksi pada brand Jack minimal satu kali, baik transaksi melalui online (marketplace) ataupun dengan cara tatap muka (COD) dalam waktu 1 tahun terakhir sejak Maret 2020 dan syarat yang kedua adalah pernah melihat aktivitas influencer endorsement yang dilakukan oleh brand Jack, baik saat dilakukannya endorsement atau sekadar melihat di highlight Instagram dari akun @jack_idn. Dalam dua (2) bulan terakhir (Januari 2021-Maret 2021). Data diolah menggunakan pendekatan persamaan model struktural dengan teknik Partial Least Square. Hasil dari penelitian ini memperlihatkan bahwa pengaruh influencer endorsement terhadap repurchase intention dengan customer engagement sebagai Variabel Intervening pada Brand Jack.


Keywords


Influencer Endorsement, Customer Engagement, Repurchase Intention

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