Analysis of the Influence of Social Media Marketing on Repeat Purchase Decisions Through Loyalty as an Intervening Variable at Kopi Gerobak
Abstrak
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.
Referensi
Alcacer, Juan. 2008. Location Strategies and Knowledge Spillover. London: Oxford University Press
Alma, Buchari. 2003. Manajemen Pemasaran dan Pemasaran Jasa. Edisi 2.
Bandung: Alfabeta
Areni, Charles, 1994. The Influence of In-Store Lightning on Consumers’
Examination of Merchandise in Wine Store
Amstrong, G. & Kotler. P. 1997. Prinsip-prinsip pemasaran. Cetakan pertama.
Jakarta: Erlangga
Asosiasi Ekspor Kopi Indonesia, 2012. Sejarah Kopi di Indonesia,
http://www.aeki-aice.org/about_coffee.htm, diakses pada 10 februari 2018 Asosiasi Ekspor Kopi Indonesia, 2012. Coffee Price, http://www.aeki-
aice.org/index.html, diakses pada 10 februari 2018
Assael, H. 1992. Consumer Behavior and Marketing Act. 4th edition. Boston: PWSKENT
A.W, Marsum. 2005. Restoran dan Segala Permasalahannya, Edisi IV.
Yogyakarta: Andi
Banat, A., & Wandebori, H. S. T. (2012). Store Design and Store Atmosphere Effect on Customer Sales per Visit Economics, Management and Behavioral Sciences
Baron, Robert A. and Donn Byrne. Social Psychology, Understanding Human Interactions. 6th edition. USA: Allyn and Bacon, 1991
Barry Berman, Joel R.Evans, (2001). Retail Management eight edition, Penerbit Intermedia (terjemahan), Jakarta
Barry, Render dan Jay Heizer. 2001. Prinsip-prinsip Manajemen Operasi : Operations Management. Jakarta : Salemba Empat
Basu Swastha, dan Irawan, 2005, Asas-asas Marketing, Liberty, Yogyakarta
Basu Swasta DH., dan T. Hani Handoko. 1997. Manajemen Pemasaran Modern, Liberty, Yogyakarta
C. Mowen, John. Michael Minor. 2002. Perilaku Konsumen. Jakarta. Erlangga Christina Widhya Utami. 2010. Manajemen Ritel. Jakarta: Salemba Empat Crowley, Ayn E. 1993. The Two Dimensional Impact of Color on Shopping.
Pullman: Washington State University
Dick, A.S, and Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22, 99-113
Elly, Herlyana. 2012. Fenomena Coffee Shop Sebagai Gejala Gaya Hidup Baru Kaum Muda. THAQAFIYYAT,Vol. 13. No. 1
Endar, Sugiarto dan Sri Sulartiningrum, 1996. Pengantar Industri Akomodasi dan.
Restoran, Jakarta : Gramedia Pustaka tama
Unduhan
Diterbitkan
Terbitan
Bagian
Lisensi
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
