Pengaruh Viral Marketing dan Brand Love terhadap Repurchase Intention pada Konsumen Buttonscarves di Kota Medan

Abstract

The Muslim fashion industry in Indonesia is becoming increasingly competitive, driving brands to enhance brand awareness and maintain customer loyalty. As one of the leading Muslim fashion brands, Buttonscarves utilizes viral marketing and brand love to attract its consumers. However, the existing strategy has not been entirely effective, as many consumers are only interested in purchasing products during viral trends, and the intensifying competition makes it easier for them to switch to other brands.

This study aims to analyze the influence of viral marketing and brand love on repurchase intention among Buttonscarves consumers in Medan. Understanding the relationship between these three variables is expected to provide insights into the development of marketing strategies that focus not only on popularity but also on building sustainable emotional connections with consumers.

This study employs a quantitative research method with an associative approach. The sampling technique used is purposive sampling, with a total of 100 respondents. Primary data was collected through direct questionnaire distribution to Buttonscarves consumers, while secondary data was obtained from literature studies. The data analysis methods applied include validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, and hypothesis testing.

The results indicate that viral marketing has a positive and significant effect on repurchase intention, with a coefficient value of 0.373 and a significance level of 0.000. This finding suggests that interactive and creative social media marketing campaigns can encourage consumers to make repeat purchases. Additionally, brand love has a more dominant influence on repurchase intention, with a coefficient value of 0.402 and a significance level of 0.000. The coefficient of determination (R) test shows a strong relationship between viral marketing, brand love, and repurchase intention, with an R-value of 0.842.