Analysis of the Influence of Social Media Marketing on Repeat Purchase Decisions Through Loyalty as an Intervening Variable at Kopi Gerobak
Abstract
This Study analyzes the effect of social media marketing on repeat purchase decisions with loyalty as an intervening variable among Urban Coffee Semarang consumers. The research applied an explanatory quantitative method with 100 respondents selected through purposive accidental sampling. Data were collected using questionnaires and analyzed with Partial Least Square (PLS). The results show that social media marketing has a positive and significant effect on both loyalty and repeat purchase decisions, while loyalty also positively and significantly influences repeat purchase decisions. These findings highlight that effective social media marketing strategies can enhance loyalty and encourage repeat purchases.
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