Pengaruh Social Media Marketing dan Brand Image terhadap Repurchase Intention (Survei pada Followers Instagram Kedai Kopi Kulo)
https://doi.org/10.70451/cakrawala.v2i4.673
Keywords:
Social Media Marketing, Brand Image, Repurchase IntentionAbstract
Penelitian ini bertujuan untuk mengetahui pengaruh Social Media Marketing dan Brand Image terhadap Repurchase Intention pada followers Instagram Kedai Kopi Kulo di Kota Bandung. Persaingan bisnis coffee shop yang ketat serta penurunan indeks merek Kedai Kopi Kulo menimbulkan kekhawatiran terhadap loyalitas pelanggan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei dan menyebarkan kuesioner kepada pengikut akun Instagram @kedaikopikulo. Variabel independen dalam penelitian ini adalah Social Media Marketing dan Brand Image, sedangkan variabel dependen adalah Repurchase Intention. Analisis data dilakukan dengan uji validitas, reliabilitas, regresi berganda, dan uji hipotesis. Hasil penelitian menunjukkan bahwa baik Social Media Marketing maupun Brand Image berpengaruh signifikan secara simultan maupun parsial terhadap Repurchase Intention. Strategi pemasaran digital yang tepat serta pencitraan merek yang kuat terbukti mampu meningkatkan niat beli ulang konsumen. Temuan ini memberikan implikasi bahwa perusahaan perlu memperkuat strategi konten media sosial dan memperbaiki citra merek secara konsisten untuk mempertahankan pelanggan dan meningkatkan penjualan berulang.
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