Pengaruh Social Media Marketing, Sales Promotion Dan Brand Image Terhadap Repurchase Intention Starbucks (Studi Pada Repurchase Intention Starbucks Di Kota Malang)

Fajri, Mukhammad Rizki and Radhita Dwi Vata Hapsari,, SE.,M.M.,Ph.D (2023) Pengaruh Social Media Marketing, Sales Promotion Dan Brand Image Terhadap Repurchase Intention Starbucks (Studi Pada Repurchase Intention Starbucks Di Kota Malang). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh social media marketing, sales promotion dan brand image terhadap repurchase intention (studi pada Repurchase intention Starbucks di kota malang). Jenis penelitian in adalah explanatory research dengan metode kuantitatif. Populasi pada penelitian ini adalah pengunjung Starbucks kota malang. Penelitian ini menggunakan sampel sebanyak 150 responden. Pengambilan sampel menggunakan teknik non probability sampling dengan metode purposive sampling. Kriteria responden yang dibutuhkan dalam penelitian ini dengan usia 17 tahun ke atas, pernah melakukan pembelian pada gerai Starbucks minimal 1x, dan berdomisili di kota malang, pengguna social media Instagram, dan mengikuti atau mengetahui konten social media marketing starbucks. Penelitian ini menggunakan program Statistical Package for the Social Sciences (SPSS) versi 25 untuk melakukan uji validitas, uji reliabilitas, dan uji asumsi klasik. Uji hipotesis dilakukan menggunakan uji F dan uji t. Dari hasil penelitian dapat disimpulkan bahwa terdapat tiga variabel dependen yaitu social media marketing, sales promotion dan brand image yang masing-masing memiliki pengaruh secara signifikan

English Abstract

This research aims to determine the influence of social media marketing, sales promotion and brand image on repurchase intention (study on Starbucks repurchase intention in Malang city). This type of research is explanatory research with quantitative methods. The population in this study were Starbucks visitors in Malang City. This research used a sample of 150 respondents. Sampling used a nonprobability sampling technique with a purposive sampling method. The criteria for respondents needed in this research are aged 17 years and over, have made a purchase at a Starbucks outlet at least once, and live in the city of Malang, are Instagram social media users, and follow or know Starbucks' social media marketing content. This research uses the Statistical Package for the Social Sciences (SPSS) version 25 program to carry out validity tests, reliability tests and classical assumption tests. Hypothesis testing was carried out using the F test and t test. From the research results it can be concluded that there are three dependent variables, namely social media marketing, sales promotion and brand image, each of which has a significant influence.

Item Type:	Thesis (Sarjana)
Identification Number:	:0523020412
Uncontrolled Keywords:	Social Media Marketing, sales Promotion, Brand Image, Repurchase Intention
Subjects:	600 Technology (Applied sciences) > 658 General management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with username nova
Date Deposited:	29 Dec 2023 03:00
Last Modified:	29 Dec 2023 03:00
URI:	http://repository.ub.ac.id/id/eprint/205622

Text (DALAM MASA EMBARGO) Mukhammad Rizki Fajri.pdf Restricted to Registered users only until 31 December 2025. Download (5MB)

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