PENGARUH SOSIAL MEDIA MARKETING, KUALITAS PRODUK DAN BRAND AWARENESS TERHADAP INTENSI PEMBELIAN KEMBALI KONSUMEN PINGIN TAHU AJA JEMBER
DOI:
https://doi.org/10.35794/jmbi.v10i3.50313Abstract
Abstract. Micro and Small Enterprises (UMK) is an important sector that can boost the community's economy. The largest type of Micro and Small Entreprises is the culinary sector. To attract repurchase intention, the current marketing method that can be used effectively is through social media marketing. In addition, consumers will also be interested in buying again if the products are good quality product. Culinary products will also not be in demand by consumers if consumers do not have brand awareness of these products. This study aims to examine the effect of social media marketing, product quality and brand awareness on repurchase intention. The populations are 144 consumers of Pingin Tahu Aja. The analysis used was multiple linear regression analysis. The independent variables are social media marketing, product quality, and brand awareness, while the dependent variable is repurchase intention. The results of this study show that social media marketing, product quality and brand awareness have a significant partial and simultaneous positive effect on consumer repurchase intention of Pingin Tahu Aja products.
Abstrak. Usaha Mikro Kecil (UMK) merupakan sektor penting yang mampu mendongkrak perekonomian masyarakat. Jenis Usaha Mikro dan Kecil yang terbesar adalah bidang kuliner. Untuk menarik minat pembelian ulang, cara pemasaran yang saat ini dapat digunakan secara efektif adalah melalui pemasaran media sosial. Selain itu konsumen juga akan tertarik untuk membeli kembali jika produk yang dihasilkan berkualitas baik. Produk kuliner juga tidak akan diminati konsumen jika konsumen tidak memiliki brand awareness terhadap produk tersebut. Penelitian ini bertujuan untuk menguji pengaruh pemasaran media sosial, kualitas produk dan kesadaran merek terhadap niat beli ulang. Populasi penelitian ini adalah konsumen Pingin Tahu Aja sebanyak 144 orang. Analisis yang digunakan adalah analisis regresi linier berganda. Variabel bebasnya adalah pemasaran media sosial, kualitas produk, dan kesadaran merek, sedangkan variabel terikatnya adalah niat beli ulang. Hasil penelitian ini menunjukkan bahwa pemasaran media sosial, kualitas produk dan kesadaran merek berpengaruh positif signifikan secara parsial dan simultan terhadap niat beli ulang konsumen produk Pingin Tahu Aja.
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