Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal
Vol. 9 No. 2 (2023): JABM Vol. 9 No. 2, Mei 2023

Pengaruh Social Media Marketing Instagram Terhadap Repurchase Intention Melalui Experiential Marketing dan Brand Trust: Influence of Instagram Social Media Marketing on Repurchase Intention Through Experiential Marketing and Brand Trust

Muhammad Rizky (IPB Univeristy)
Lilik Noor Yuliati (Departemen Ilmu Keluarga dan Konsumen, Fakultas Ekologi Manusia, IPB University)
Nur Hasanah (School of Business, IPB University)

Article Info

Publish Date
31 May 2023

Abstract

This study aims to analyze the influence of Instagram's social media marketing on repurchase intention through experiential marketing and brand trust in the Naboks Bogor brand. The method of the reseach used quantitative with 200 respondents. The data analysis technique used a descriptive analysis, and Structural equation modeling (SEM) test (Analysis Moment of Structural (AMOS)). The results of the study prove that social media marketing has a positive and significant effect on experiential marketing. Social media marketing has a positive and significant impact on brand trust. Brand trust has a positive and significant effect on repurchase intention. In contrast, experiential marketing has a positive and insignificant effect on repurchase intention and social media marketing has a positive and significant effect on repurchase intention. Keywords: brand trust, experiential marketing, repurchase intention, social media, social media marketing

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Journal Info
Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal
Website

Abbrev

jabm

Publisher

Institut Pertanian Bogor

Subject

Decision Sciences, Operations Research & Management

Description

Journal of Business and Management Application (JABM) published articles in the field of business and management applications such as business strategy management, financial management, human resources and organization, business value chain and other issues in the field of business and management. ...