EFFECTIVENESS OF SOCIAL MEDIA MARKETING AND E-SERVICE QUALITY ON REPURCHASE INTENTION THROUGH BRAND LOYALTY
Purpose: This study aims to analyze and explain (1) determine the influence of Social Media Marketing on Brand Loyalty; (2) determine the effect of Social Media Marketing on Repurchase Intention; (3) determine the effect of E-Service Quality on Brand Loyalty; (4) determine the effect of E-Service Qu...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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LPPM of Narotama University Surabaya
2023-09-01
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| Series: | IJEBD (International Journal of Entrepreneurship and Business Development) |
| Online Access: | https://jurnal.narotama.ac.id/index.php/ijebd/article/view/2421 |
| _version_ | 1797665728068845568 |
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| author | Nanik Wahyuningtiyas Tri Sugiarti Ramadhan |
| author_facet | Nanik Wahyuningtiyas Tri Sugiarti Ramadhan |
| author_sort | Nanik Wahyuningtiyas |
| collection | DOAJ |
| description | Purpose: This study aims to analyze and explain (1) determine the influence of Social Media Marketing on Brand Loyalty; (2) determine the effect of Social Media Marketing on Repurchase Intention; (3) determine the effect of E-Service Quality on Brand Loyalty; (4) determine the effect of E-Service Quality on Repurchase Intention; (5) determine the effect of Brand Loyalty on Repurchase Intention; (6) determine the influence, Social Media Marketing and e-Service Quality on Repurchase Intention through Brand Loyalty.
Design/methodology/approach: This study used a data collection method with questionnaires with a quantitative approach. The population that is the object of research is OVO application users, with as many as 165 respondents—analysis testing using SEM with Smart PLS software.
Findings: Based on the analysis of the research results, the following conclusions were obtained, Social media marketing has a significant effect on brand loyalty, Social media marketing has a significant impact on repurchase intention, E-Service quality has a considerable effect on brand loyalty, E-service Quality does not have a significant impact on repurchase intention, Brand loyalty has a significant effect on repurchase intention, Social media marketing and electronic service quality has a significant impact on purchase intent through brand loyalty.
Research limitations/implications: Because of the distribution of questionnaires through google forms, the results obtained are less in-depth; it is recommended that further research can add other variables and use more in-depth measuring devices so that results are close to the real thing.
Practical implications: The results of this research can be used by digital wallet service providers to improve e-service quality further if they want to get loyal consumers and continue to use it repeatedly.
Originality/value: This Paper is Original.
Paper type: Research paper
Keywords: Social Media Marketing, E-Service Quality, Brand Loyalty, Repurchase Intention.
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| first_indexed | 2024-03-11T19:48:38Z |
| format | Article |
| id | doaj.art-9765ddc5de0b428892b8e84e2379dda9 |
| institution | Directory Open Access Journal |
| issn | 2597-4750 2597-4785 |
| language | English |
| last_indexed | 2024-03-11T19:48:38Z |
| publishDate | 2023-09-01 |
| publisher | LPPM of Narotama University Surabaya |
| record_format | Article |
| series | IJEBD (International Journal of Entrepreneurship and Business Development) |
| spelling | doaj.art-9765ddc5de0b428892b8e84e2379dda92023-10-05T16:52:07ZengLPPM of Narotama University SurabayaIJEBD (International Journal of Entrepreneurship and Business Development)2597-47502597-47852023-09-016510.29138/ijebd.v6i5.2421EFFECTIVENESS OF SOCIAL MEDIA MARKETING AND E-SERVICE QUALITY ON REPURCHASE INTENTION THROUGH BRAND LOYALTYNanik Wahyuningtiyas0Tri Sugiarti Ramadhan1Universitas Islam MalangUniversitas Islam MalangPurpose: This study aims to analyze and explain (1) determine the influence of Social Media Marketing on Brand Loyalty; (2) determine the effect of Social Media Marketing on Repurchase Intention; (3) determine the effect of E-Service Quality on Brand Loyalty; (4) determine the effect of E-Service Quality on Repurchase Intention; (5) determine the effect of Brand Loyalty on Repurchase Intention; (6) determine the influence, Social Media Marketing and e-Service Quality on Repurchase Intention through Brand Loyalty. Design/methodology/approach: This study used a data collection method with questionnaires with a quantitative approach. The population that is the object of research is OVO application users, with as many as 165 respondents—analysis testing using SEM with Smart PLS software. Findings: Based on the analysis of the research results, the following conclusions were obtained, Social media marketing has a significant effect on brand loyalty, Social media marketing has a significant impact on repurchase intention, E-Service quality has a considerable effect on brand loyalty, E-service Quality does not have a significant impact on repurchase intention, Brand loyalty has a significant effect on repurchase intention, Social media marketing and electronic service quality has a significant impact on purchase intent through brand loyalty. Research limitations/implications: Because of the distribution of questionnaires through google forms, the results obtained are less in-depth; it is recommended that further research can add other variables and use more in-depth measuring devices so that results are close to the real thing. Practical implications: The results of this research can be used by digital wallet service providers to improve e-service quality further if they want to get loyal consumers and continue to use it repeatedly. Originality/value: This Paper is Original. Paper type: Research paper Keywords: Social Media Marketing, E-Service Quality, Brand Loyalty, Repurchase Intention. https://jurnal.narotama.ac.id/index.php/ijebd/article/view/2421 |
| spellingShingle | Nanik Wahyuningtiyas Tri Sugiarti Ramadhan EFFECTIVENESS OF SOCIAL MEDIA MARKETING AND E-SERVICE QUALITY ON REPURCHASE INTENTION THROUGH BRAND LOYALTY IJEBD (International Journal of Entrepreneurship and Business Development) |
| title | EFFECTIVENESS OF SOCIAL MEDIA MARKETING AND E-SERVICE QUALITY ON REPURCHASE INTENTION THROUGH BRAND LOYALTY |
| title_full | EFFECTIVENESS OF SOCIAL MEDIA MARKETING AND E-SERVICE QUALITY ON REPURCHASE INTENTION THROUGH BRAND LOYALTY |
| title_fullStr | EFFECTIVENESS OF SOCIAL MEDIA MARKETING AND E-SERVICE QUALITY ON REPURCHASE INTENTION THROUGH BRAND LOYALTY |
| title_full_unstemmed | EFFECTIVENESS OF SOCIAL MEDIA MARKETING AND E-SERVICE QUALITY ON REPURCHASE INTENTION THROUGH BRAND LOYALTY |
| title_short | EFFECTIVENESS OF SOCIAL MEDIA MARKETING AND E-SERVICE QUALITY ON REPURCHASE INTENTION THROUGH BRAND LOYALTY |
| title_sort | effectiveness of social media marketing and e service quality on repurchase intention through brand loyalty |
| url | https://jurnal.narotama.ac.id/index.php/ijebd/article/view/2421 |
| work_keys_str_mv | AT nanikwahyuningtiyas effectivenessofsocialmediamarketingandeservicequalityonrepurchaseintentionthroughbrandloyalty AT trisugiartiramadhan effectivenessofsocialmediamarketingandeservicequalityonrepurchaseintentionthroughbrandloyalty |