Anteseden Repurchase Intention Pada Produk Kosmetik Halal
نویسندگان
چکیده
Tujuan dari penelitian ini adalah untuk mengetahui dampak pemasaran media sosial (Social Media Marketing) terhadap niat membeli kembali (Repurchase Intention) yang disampaikan melalui kesadaran merek (Brand Awareness) dan electronic word-of-mouth (E-WOM) oleh pelanggan kosmetik halal. Kuesioner disebarkan kepada 160 responden sebagai sampel. Dalam menggunakan non-probability sampling yaitu teknik purposive sampling. Penelitian menunjukan bahwa tidak berpengaruh signifikan positif dilakukan konsumen. Sedangkan (repurchase intention) metode analisis structural equation modeling (SEM), SPSS, software AMOS22.
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ژورنال
عنوان ژورنال: Jurnal pemasaran kompetitif
سال: 2022
ISSN: ['2598-0823', '2598-2893']
DOI: https://doi.org/10.32493/jpkpk.v6i1.23381