Analyzing the Impact of Content Marketing, Instagram Social Media, and Customer Reviews on Repeat Purchases: A Case Study of PT Jokopi Indonesia Group
DOI:
https://doi.org/10.37385/ijedr.v5i3.4722Keywords:
Content Marketing, Social Media Instagram, Customer Review, Repeat PurchaseAbstract
This study investigates the impact of content marketing, Instagram social media, and customer reviews on repeat purchases at PT Jokopi Indonesia Group, a coffee shop chain in Surabaya. Employing an associative research approach with a quantitative method, the study involved 200 Jokopi customers in Surabaya City with a purchase history of more than 2 times, selected through purposive sampling.The findings revealed that individually, content marketing, Instagram social media, and customer reviews significantly influence repeat customer purchases. Moreover, collectively, these three variables also exhibit a significant impact on repeat purchases. Hence, it can be inferred that content marketing strategies, Instagram social media presence, and customer reviews play a pivotal role in fostering customer loyalty and encouraging repeat purchases at Jokopi coffee shops.
References
Alkharabsheh, O. H. M., & Ho Zhen, B. (2021). The Impact of Content Marketing, Social Media Marketing and Online Convenience on Consumer Buying Decision Process. CoMBInES-Conference on …, 1(3), 1823–1834. https://journal.uib.ac.id/index.php/combines/article/view/4723
Augustinah, F., & Widayati. (2019). Pemanfaatan Media Sosial Sebagai Promosi Makanan Ringankripik Singkong Di Kabupaten Sampang. Journal of Economy and Social Science, 4(2), 20. https://doi.org/https://doi.org/10.36636/dialektika.v4i2.345
Gunawan, C. B., & Syahputra, S. (2020). Analisis Perbandingan Pengaruh Store Atmosphere Terhadap Loyalitas Pelanggan Coffee Shop Di Bandung. Jurnal Manajemen Maranatha, 20(1), 51–62. https://doi.org/10.28932/jmm.v20i1.2935
Huang, L., Gao, M., & Hsu, P. (2021). A Study on the Effect of Brand Image on Perceived Value and Repurchase Intention in Ecotourism Industry A Study on the Effect of Brand Image on Perceived Value and Repurchase Intention in Ecotourism Industry. Ekoloji, 1(February), 6. https://www.researchgate.net/publication/349133180
Kadek Endra Abhyamanta, M. A., & Anggreni, I. G. A. . L. (2022). Analisis Faktor-faktor yang Memengaruhi Konsumen dalam Keputusan Pembelian pada Coffee Shop di Kota Denpasar. Jurnal Agribisnis Dan Agrowisata (Journal of Agribusiness and Agritourism), 11(2), 666. https://doi.org/10.24843/jaa.2022.v11.i02.p17
Mahendra, F. Z., & Nugroho, D. A. (2020). Pengaruh Content Marketing Terhadap Purchase Intention Pada Fan Apparel Dengan Customer Engagement Sebagai Variabel Mediasi (Studi Pada Akun Instagam @authenticsid). Journal of Chemical Information and Modeling, 53(9), 1689–1699.
Permana, I. P. H., & Sutedja, I. D. M. (2021). Analisis Perilaku Pengguna Akun Kedua Di Media Sosial Instagram. Inovasi Penelitian, 2(4), 10. https://doi.org/https://doi.org/10.47492/jip.v1i4.838
Putri, Y. G., Hidayati, N., & Rizal, M. (2022). Pengaruh Customer Review, Customer Rating dan Viral Marketing Terhadap Keputusan Pembelian Pada E-Commerce Tokopedia (Studi Pada Mahasiswa Pengguna Tokopedia Di Malang). Jurnal Riset Manajemen, 11(2), 82–94.
Rizky, N., & Dewi Setiawati, S. (2020). Penggunaan Media Sosial Instagram Haloa Cafe sebagai Komunikasi Pemasaran Online. Jurnal Ilmu Komunikasi, 10(2), 177–190. https://doi.org/10.15642/jik.2020.10.2.177-190
Willianto, K. (2018). Analisa Pengaruh Brand Performance Terhadap Repurchase Intention Dengan Competitive Advantage Sebagai Variabel Mediasi Pada Erha Dermatology Surabaya. Jurnal Strategi Pemasaran. http://publication.petra.ac.id/index.php/manajemen-pemasaran/article/view/7325%0Ahttp://publication.petra.ac.id/index.php/manajemen-pemasaran/article/download/7325/6640
