The Role Of Brand Image And Perceived Quality In Mediating Social Media Marketing On Repurchase Intention (Enjang Coffee Jepara Customer Study)

Authors

  • Mirna Dyah Septyani Universitas Islam Nahdlatul Ulama Jepara
  • Mohamad Rifqy Roosdhani Universitas Islam Nahdlatul Ulama Jepara

DOI:

https://doi.org/10.37385/msej.v5i2.5981

Keywords:

Social Media Marketing, Brand Image, Perceived Quality, Repurchase Intention

Abstract

In the rapidly evolving digital age, social media marketing platforms in particular. This encourages business owners to compete in advertising and creating engaging content in the e-commerce and digital marketing environment. The method used is quantitative with 100 samples analysed by SEM with Smart-PLS version 4.0. The test uses outer model test, inner model test, mediation test and hypothesis testing. The validity test results provide a loading factor value> 0.7 and an AVE value> 0.5 declared valid. The reliability test provides compas reliability and Cronbach's alpha> 0.7 which is considered reliable. It can be concluded that the effect of social media marketing on brand image is positive and significant, the effect of social media marketing on perceived quality is positive and significant, and the effect of brand image on repurchase intention is positive and significant. the effect of perceived quality on repurchase intention is positive and significant. The mediation test shows that repurchase intention is partially mediated by social media marketing variables which are mediated by brand image and perceived quality.

References

Arisman, M. (2021). Pengaruh Social Media Marketing Dan Word of Mouth Terhadap Keputusan Pembelian (Studi Kasus Pada Cafe Barbekoe). 75–77.

Chen, Y. S., Chen, T. J., & Lin, C. C. (2020). The influence of green brand image and green perceived value on green brand equity: The mediation role of green satisfaction. Journal of Cleaner Production, 242, 118377.

Cheung, M. L., Pires, G. D., & Rosenberger, P. J. (2020). The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3), 695-720.

Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833-5841.

Kim, R. Y., & Chao, Y. (2019). Effects of brand experience, brand image and brand trust on brand building process: The case of Chinese millennial generation consumers. Journal of International Studies, 12(3), 9-21.

Kim, J. H., Kim, M., & Lennon, S. J. (2022). The influence of brand image and perceived risk on repurchase intention in the context of cross-border e-commerce. Journal of Retailing and Consumer Services, 67, 102970.

Kim, S., & Kim, D. (2020). The role of brand image in influencing consumer repurchase intention. Journal of Brand Management, 15(2), 78-92.

Lee, S., & Choi, J. (2019). Enhancing user experience with conversational agent for movie recommendation: Effects of self-disclosure and reciprocity. International Journal of Human-Computer Studies, 129, 95-105.

Liu, X., Shin, H., & Burns, A. C. (2021). Examining the impact of luxury brand's social media marketing on customer engagement: Using big data analytics and natural language processing. Journal of Business Research, 125, 815-826.

Roosdhani, Mohamad Rifqy, et al. "FROM LIKES TO RIDES: HOW SOCIAL MEDIA MARKETING ACTIVITIES TRANSFORMS INTO PURCHASE DECISION IN BUS SERVICES." JURNAL EKOBIS DEWANTARA 7.2 (2024): 913-929.

Saleem, M. A., Zahra, S., & Yaseen, A. (2021). Impact of brand awareness and brand image on brand loyalty via brand equity: Mediating role of customer value. Pakistan Journal of Commerce and Social Sciences, 15(1), 169-188.

Sharma, P., & Klein, A. (2020). Consumer perceived value, involvement, trust, susceptibility to interpersonal influence, and intention to participate in online group buying. Journal of Retailing and Consumer Services, 52, 101946.

Smith, J., & Zook, M. (2019). The impact of social media marketing on consumer behavior. Journal of Marketing Research, 25(3), 45-60.

Ulum, I., et al. (2008). "Intellectual capital dan kinerja keuangan perusahaan; Suatu analisis dengan pendekatan Partial Least Squares (PLS)."

Wang, Y., Qiao, F., & Peng, X. (2022). Influencer marketing in social media: The role of parasocial interaction, source credibility, and brand image. Journal of Retailing and Consumer Services, 68, 103031.

Wu, H., Gao, X., & Shen, J. (2023). The impact of social media marketing on customer repurchase intention: The mediating role of customer engagement. International Journal of Information Management, 59, 102319.

Zeithaml, V. (2021). Perceived quality and its impact on consumer behavior. Journal of Consumer Research, 30(4), 112-125.

Zhang, K. Z., & Li, H. (2023). The role of social media influencers in enhancing brand image and perceived quality: A trust transfer perspective. Journal of Business Research, 156, 11343.

Downloads

Published

2024-11-19

How to Cite

Septyani, M. D. ., & Roosdhani, M. R. . (2024). The Role Of Brand Image And Perceived Quality In Mediating Social Media Marketing On Repurchase Intention (Enjang Coffee Jepara Customer Study). Management Studies and Entrepreneurship Journal (MSEJ), 5(2), 9596–9507. https://doi.org/10.37385/msej.v5i2.5981