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PENGARUH MEDIA SOSIAL INSTAGRAM SEBAGAI MEDIA KOMUNIKASI PEMASARAN DAN CITRA MEREK TERHADAP MINAT BELI ULANG PRODUK KOPI JANJI JIWA DI KOTA BANDUNG
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This research was prepared by Aulia Khoerul Bariyyah, NPM: 41152010160079
with the title "The Influence of Instagram Social Media as Marketing
Communication Media and Brand Image on Repurchase Intention of Janji Jiwa
Coffee Products in Bandung City". The preparation of this thesis was supervised
by Iby R. Ela Sulastri, S.E., M.Si and Mrs. Sriwardani, S.E., M.M.
The purpose of this study was to measure the influence of social media Instagram
and brand image as a marketing communication medium on the repurchase interest
of promised soul coffee products in Bandung.
This study uses a quantitative approach. The method used is descriptive analysis
and verification. The data technique used was literature study and questionnaires
with 100 respondents. The analysis method used is path analysis.
The results of this study indicate that the social media Instagram promises soul
coffee in the city of Bandung is in a good category and the brand image of the soul
promise coffee in the city of Bandung is in a good category, and the repurchase
interest in the soul promise coffee products in the city of Bandung is in a good
category. Partially, social media Instagram has an effect on repurchase interest by
47.2%, and brand image has an effect on repurchase interest by 32.1%. The
simultaneous influence between Instagram social media and brand image on
repurchase interest is 79.3%. The T-Test results show that Instagram Social Media
has an effect on Repurchase Interest, Brand Image has an effect on Repurchase
Interest. The F-test shows that Instagram Social Media and Brand Image have an
effect on Repurchase Interest.
The suggestion to serve is that it is hoped that Kopi Janji Jiwa can improve its
Instagram social media and can continue to develop innovation.
Keywords: Instagram social media, brand image, repurchase interest
Aulia Khoerul Bariyyah / 41152010160079 - Personal Name
NONE
Text
Indonesia
2020
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APA Citation
Aulia Khoerul Bariyyah / 41152010160079. (2020).PENGARUH MEDIA SOSIAL INSTAGRAM SEBAGAI
MEDIA KOMUNIKASI PEMASARAN DAN CITRA
MEREK TERHADAP MINAT BELI ULANG PRODUK
KOPI JANJI JIWA DI KOTA BANDUNG.(Electronic Thesis or Dissertation). Retrieved from https://localhost/etd