The Role of Social Media Marketing towards Customer Repurchase Intention for Fashion Apparel with Brand Image as Mediating Variable ( A Study in Levi Strauss & Co,)

Marphy, Kana Octafikri (2021) The Role of Social Media Marketing towards Customer Repurchase Intention for Fashion Apparel with Brand Image as Mediating Variable ( A Study in Levi Strauss & Co,). Sarjana thesis, Universitas Brawijaya.

Abstract

Penggunaan media sosial di era globalisasi ini meningkat pesat. Media sosial tidak hanya digunakan sebagai alat komunikasi antar pengguna, tetapi juga menjadi platform untuk membeli terutama bagi Gen Z yang memiliki kecenderungan untuk berbelanja secara online. Oleh karena itu, banyak sekali perusahaan yang menggunakan pemasaran media sosial untuk mempromosikan merek dan menjual produknya termasuk Levi's. Penelitian ini bertujuan untuk mengetahui pengaruh Social Media Marketing (X) terhadap Repurchase Intention (Y) melalui Brand Image (Z) Levi's. Penelitian ini menggunakan metode kuantitatif untuk menganalisis pengaruh antara variabel independen, dependen, dan mediasi. Sampel diambil dari purposive sampling, terdiri dari 150 Gen Z yang berdomisili di Malang, pernah mengikuti atau membuka media sosial Levi's dan pernah membeli Levi Strauss & Co. Software statistik Smart-PLS digunakan untuk menganalisis data dalam penelitian ini. penelitian. Hasil penelitian ini menunjukkan bahwa Social Media Marketing dan Brand Image berpengaruh positif terhadap Repurchase Intention. Temuan lain menunjukkan bahwa Brand Image tidak berpengaruh signifikan dalam menjembatani Social Media Marketing terhadap Repurchase Intention.

English Abstract

"The use of social media in this globalization era is increasing rapidly. Social media is not only used as a communication tool between the user, but also it becomes a platform to purchase, especially for the Gen Z, who tends to shop online. Therefore, many companies use social media marketing to promote their brand and sell their products, including Levi’s. This study aimed to investigate the effect of social media marketing (X) towards repurchase intention (Y) through the brand image (Z) of Levi’s. This study used a quantitative method to analyze the effect between independent, dependent, and mediating variables. The samples were taken from purposive sampling, consisting of 150 Gen Z who live in Malang, have followed or opened Levi’s social media and ever purchased Levi Strauss & Co. Statistical software Smart-PLS was used to analyze the data. The result of this research indicated that social media marketing and brand image positively influence repurchase intention. The other findings showed that brand image has no significant influence in bridging social media marketing on repurchase intention.

Other obstract

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Item Type: Thesis (Sarjana)
Identification Number: 052102
Uncontrolled Keywords: Social Media Marketing, Brand Image, Repurchase Intention", Social Media Marketing, Brand Image, Repurchase Intention
Subjects: 600 Technology (Applied sciences) > 650 Management and auxiliary services
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Unnamed user with username rizky
Date Deposited: 23 Oct 2021 11:40
Last Modified: 23 Feb 2022 07:11
URI: http://repository.ub.ac.id/id/eprint/185544
[thumbnail of DALAM MASA EMBARGO] Text (DALAM MASA EMBARGO)
SKRIPSI_FEB_KANA OCTAFIKRI MARPHY_175020207141005 - KANA OCTAFIKRI MARPHY.pdf
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