Pengaruh Pemasaran Media Sosial, Citra Merek dan Keterlibatan Konsumen Terhadap Minat Beli Ulang Konsumen Hidden Place Medan

Abstract

This research aims to determine and analyze the influence of social media marketing, brand image, and consumer involvement on Hidden Place Medan consumers' repurchase interest. This research is associative research and the type of data used is quantitative data. The exact number of Hidden Place customers is unknown. The number of samples in this research was 115 respondents. The sampling technique used purposive sampling with the criteria of having an Instagram account and having accessed the Hidden Place Instagram account and having made purchases at Hidden Place. The data analysis used is multiple linear regression analysis. The results of this research show that simultaneously, social media marketing, brand image, and consumer involvement have a positive and significant effect on Hidden Place Medan consumers' repurchase intention. Partially, social media marketing, brand image, and consumer involvement have a positive and significant effect on Hidden Place Medan consumers' repurchase intention.