Articles

The Impact of Social Media Communication on Brand Association and Repurchase Intention in Local Beauty Brand in Indonesia

/in /by

People’s demeanor and interactions in Indonesia have progressed into more digital, thus businesses and companies have shifted their marketing efforts to digital marketing. The objective of this investigation is to determine the effects of SMC on brand association and repurchase intention for a beauty brand in Indonesia, given the significant changes in people’s behavior and interaction caused by the use of digital technology, particularly social media, as well as the rapid growth of the beauty industry in Indonesia. 290 samples were gathered utilizing an online survey form. Purposive sampling was employed to ensure respondent validity, and the results were assessed using SmartPLS 3.0’s structural equation modeling (SEM) approach. This study discovered that social media communication had a positive and substantial effect on repurchase intention through brand association, with company-generated content having a stronger influence on repurchase intention than user-generated content.

The Effect of Service Quality and 7P Marketing Mix on Repurchase Intention with Customer Satisfaction as Intervening Variable (Study at Perihal Kopi)

/in /by

This study investigates the relationship between service quality and 7P marketing mix as key factors in achieving customer satisfaction and repurchase intention. The focus is to measure the extent to which customer satisfaction can influence the desire to repurchase. Service quality and the 7P marketing mix are considered the main predictors of customer satisfaction that can be assessed directly through consumer perceptions. The study method involves analysing customer assessment of various aspects of service quality and 7P marketing mix at Perihal Kopi, Depok. This study was conducted quantitatively by distributing online questionnaires to 237 respondents around JABODETABEK with the main criteria of respondent is individual who has visited Perihal Kopi. Data analysis used are instrument validity and reliability test, hypothesis test, and path analysis using the SmartPLS 4 Structural Equation Modeling (SEM) program. The result of this study indicates all the items of each variable are valid and reliable. Based on the findings, service quality has no significant effect to customer satisfaction and repurchase intention while 7P marketing mix has a significant effect to customer satisfaction and repurchase intention. The results of this study are expected to provide a deep understanding of the Perihal Kopi’s position from the customer’s perspective, allowing the Perihal Kopi to identify the areas that need to be improved. By understanding the factors that affect customer satisfaction, Perihal Kopi can design and implement effective action plans to improve the 7P marketing mix and achieve repurchase intention goals in the future.