Pengaruh Media Sosial, Celebrity Endorser, Brand Image, terhadap Minat Beli Ulang Pelanggan MS Glow Kupang dengan Brand Trust sebagai Variabel Intervening

Authors

  • Patrichia Anika Amalo Universitas Katolik Widya Mandira, Kupang, Indonesia
  • Simon Sia Niha Universitas Katolik Widya Mandira, Kupang, Indonesia
  • Henny A. Manafe Universitas Katolik Widya Mandira, Kupang, Indonesia
  • Anggraeny Paridy Universitas Katolik Widya Mandira, Kupang, Indonesia

DOI:

https://doi.org/10.31933/jemsi.v4i6.1617

Keywords:

Social Media, Celebrity Endorser, Brand Image, Repurchase Intention, and Brand Trust.

Abstract

This study aims to determine (1) respondents' perceptions of social media, celebrity endorser, brand image, repurchase intention, and brand trust, (2) the significance of social media on repurchase intention, (3) the significance of celebrity endorser on repurchase intention, (4) the significance of brand image to repurchase intention, (5) the significance of social media to brand trust, (6) the significance of celebrity endorser to brand trust, (7) the significance of brand image to brand trust, (8) the significance of brand trust to interest repurchase, (9) the significance of brand trust in mediating social media, celebrity endorsers, and brand image in influencing repurchase intention. The results of the descriptive statistical analysis make it clear that the achievement of the social media variable indicators is 69%, the achievement of the indicator variable celebrity endorser is 70%, the achievement of the indicator variable brand image is 70%, the achievement of the variable indicator of repurchase intention is 68%, and the achievement of the indicator variable brand trust is 68%. These five variables are categorized as good. The results of inferential statistics show that social media has a positive effect, but is not important enough for repurchasing interest, with a significance of 0.293 > 0.05. Celebrity endorsers have a positive and significant influence on repurchase intention, with a significance of 0.010 <0.05. Brand image has a positive and important influence on repurchase intention, its significance is 0.034 <0.05.

Author Biographies

Patrichia Anika Amalo, Universitas Katolik Widya Mandira, Kupang, Indonesia

 

 

Simon Sia Niha, Universitas Katolik Widya Mandira, Kupang, Indonesia

 

 

Henny A. Manafe, Universitas Katolik Widya Mandira, Kupang, Indonesia

 

 

Anggraeny Paridy, Universitas Katolik Widya Mandira, Kupang, Indonesia

 

 

References

Abdillah, Willy dan Jogiyanto Hartono. 2015. Partial Least Square (PLS), Alternatif Structural Equation Modelling (SEM) dalam Penelitian Bisnis. Yogyakarta: Penerbit Andi.
Ghozali, Imam. 2014. Structural EquationModeling, Metode Alternatif dengan Partial Least Square (PLS). Edisi 4. Semarang : Universitas Diponegoro.
Ghozali, H.I & Latan, H. 2015. Partial Least Squares, Konsep, Teknik dan Aplikasi, menggunakan program Smart PLS 3.0. Yogyakarta : Universitas Diponegoro.
Ghozali, Imam. 2018. Aplikasi Analisis Multivariate dengan Program IBM SPSS 25 Edisi 9. Semarang: Badan Penerbit Universitas Diponegoro
J Paul Peter, Jerry C Olson. 2013. Perilaku Konsumen & Strategi Pemasaran Edisi 9 Buku 1. Jakarta : Salemba Empat.
J Paul Peter, Jerry C Olson. 2013. Perilaku Konsumen & Strategi Pemasaran Edisi 9 Buku 2. Jakarta : Salemba Empat.
Kotler, Philip and Kevin Lane Keller. 2009. Manajemen Pemasaran Edisi 12 Jilid I. Jakarta: Erlangga.
Kotler, Philip and Kevin Lane Keller, 2011. Manajemen Pemasaran, Edisi 13 Jilid 1 dan 2. Jakarta : Erlangga.
Kotler, Philip and Kevin Lane Keller, 2012. Marketing Management, Edisi 14. New Jersey: Prentice-Hall Published.
Kotler, Philip and Kevin Lane Keller, 2016. Marketing Managemen, 15th Edition. New York : Pearson Education.
Shimp, Terence A. 2014. Komunikasi Pemasaran Terpadu dalam Periklanan dan Promosi. Jakarta : Selemba Empat.
Sugiyono. 2015. Metode Penelitian Kombinasi (Mix Methods). Bandung : Alfabeta.
Sugiyono. 2017. Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung : Alfabeta.
Tjiptono, Fandy. 2015. Strategi Pemasaran. Edisi 4. Yogyakarta : Penerbit Andi.

Downloads

Published

2023-07-08

How to Cite

Anika Amalo, P. ., Sia Niha, S. ., A. Manafe, H. ., & Paridy, A. . (2023). Pengaruh Media Sosial, Celebrity Endorser, Brand Image, terhadap Minat Beli Ulang Pelanggan MS Glow Kupang dengan Brand Trust sebagai Variabel Intervening. Jurnal Ekonomi Manajemen Sistem Informasi, 4(6), 944–957. https://doi.org/10.31933/jemsi.v4i6.1617

Most read articles by the same author(s)

1 2 > >>