Pengaruh Social Media Marketing dan Inovasi Produk terhadap Minat Beli Ulang Kopi Bubuk Instan Nescafe di Kota Bandung

Yulia Nanda, Edi Nurtjahjadi

Abstract


This research aims to analyse the impact of social media marketing and product innovation on the likelihood of repurchasing Nescafe instant coffee powder products in the city of Bandung. This research instrument has undergone rigorous testing to ensure its validity and reliability, including assessments of classical assumptions and multiple regression analysis. This instrument served as a data collection tool for respondents aged 17 years and older residing in the city of Bandung who have made a purchase of the Nescafe instant ground coffee product at least once, which is the subject of evaluation in this research. The research includes a total of 120 respondents. The data instruments are tested using the SPSS version 26 software tools, which is an analytical tool. The research findings indicate that Social Media Marketing and product innovation have a favourable and substantial impact on concurrent repurchase interest. What sets this research apart from prior studies is its focus on partial testing and the determination of the research locus specifically in the city of Bandung. The research aims to provide valuable insights for managers responsible for evaluating things, enabling them to develop effective plans or programmes


Keywords


social media marketing, product innovation, repurchase interest

Full Text:

PDF

References


Ahcmady, A. C. N., & Wardhani, N. I. K. (2022). Citra Merek, Inovasi Produk pada Minat Beli Ulang Es Krim di Sidoarjo. Journal of Education, Humaniora and Social Sciences (JEHSS), 5(2), 1118–1125. https://doi.org/10.34007/jehss.v5i2.1382

Ajzen, I. (2012). The theory of planned behavior. Handbook of Theories of Social Psychology: Volume 1, 438–459. https://doi.org/10.4135/9781446249215.n22

Basit, A., Lum, A., Yee, W., Sethumadhavan, S., & Rajamanoharan, I. D. (2021). The influence of Social Media Marketingon Consumer Buying Decision through Brand Image in the Fashion Apparel Brands. International Journal of Contemporary Architecture, 8(2).

Indaryani, M., Muria Kudus Corresponding Author, U., Kunci, K., Penjualan, P., Produk, I., Produk, K.,Konsumen, K., & Beli, M. (2022). Pengaruh Promosi Penjualan Inovasi Produk Kemasan Produk terhadap Minat Beli Ulang melalui Kepuasan Konsumen pada Sentra Souvenir di Desa Mulyoharjo Jepara. Formosa Journal of Multidisciplinary Research (FJMR), 1(5), 1221–1232. https://doi.org/10.55927/fjmr.v1i5.1255

Kotler and Keller. (2016). Marketing Management.

Pearson: Prentice hall

Manuhutu, E. H. ., Alimudin, A., Wulandari, A., & Damayanti, E. (2021). The Effect of Product Innovation on Repurchase Intentions Mediated by Consumer Satisfaction of Oppo Smartphone Users. Jurnal Ekonomi, 21(2), 58–64. https://doi.org/10.29138/je.v21i2.146

Mulyansyah, G. T. (2021). Pengaruh Digital Marketing Berbasis Sosial Media Marketing Terhadap Keputusan Pembelian Kuliner Di Kawasan G-Walk Surabaya. Jurnal Pendidikan Tata Niaga (JPTN, 9.)

Nugrahaeni, M., Guspul, A., & Hermawan, H. (2021). Pengaruh Suasana Toko, Kualitas Pelayanan, Kepercayaan, Dan Persepsi Harga Terhadap Minat Beli Ulang Pada Ayam Geprek Susan. Jurnal Fokus Manajemen Bisnis, 11(2), 230. https://doi.org/10.12928/fokus.v11i2.4651

Rachma Dinantika, A., & Indartono, S. (2023). Mediation of Customer Trust in the Influence of Advertising on instagram Social Media and Innovation of Scarlett Whitening Products on the Repurchase Intentionof Online Shopping in Yogyakarta City. In International Journal of Society Reviews (INJOSER) (Vol. 1, Issue 2).

Rizky, M., Yuliati, L. N., & Hasanah, N. (2023). Pengaruh Social Media Marketing Instagram Terhadap Repurchase Intention Melalui Experiential Marketing dan Brand Trust. Jurnal Aplikasi Bisnis Dan Manajemen. https://doi.org/10.17358/jabm.9.2.658

Rohadatul Anisa, N. (2021). Pengaruh Label Halal dan Inovasi Produk Terhadap Minat Beli Ulang (Survei Online Pada Pengikut Instagram @Safiindonesia). Jurnal Indonesia Sosial Sains, 2(12), 2138–2146. https://doi.org/10.36418/jiss.v2i12.453

Saraswati, N. P. L., Kusuma, I. G. N. A. G. E. T., & Jodi, I. W. G. A. S. (2022). Pengaruh Inovasi Produk dan Kualitas Pelayanan Terhadap Minat Beli Ulang pada Produk Minuman Chatime di Kota Gianyar. Diponegoro Journal of Management, 3(3), 703–715. https://ejournal3.undip.ac.id/index.php/djom/index

Sekaran, U., & Bougie, R. (2017). Metode Penelitian untuk Bisnis (D. A. Halim & A. N. Hanifah, Eds.; 6th ed.).

Salemba Empat.

Yasri, Y., Susanto, P., Hoque, M. E., & Gusti, M. A. (2020).Price perception and price appearance on repurchase intention of Gen Y: do brand experience and brand preference mediate? Heliyon, 6(11), e05532. https://doi.org/10.1016/j.heliyon.2020.e05532

Yumatri Utomo, H., & Purwanto, S. (2022). The Influence Of Social Media Marketing, Brand Image And Trust On Repeat Purchase On Bukalapak Marketplace Pengaruh Social Media Marketing, Brand Image DanTrust Terhadap Repeat Purchase Pada Marketplace Bukalapak. In Management Studies and Entrepreneurship Journal (Vol. 3, Issue 6). http://journal.yrpipku.com/index.php/msej




DOI: http://dx.doi.org/10.33087/jmas.v9i2.1831

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

J-MAS (Jurnal Manajemen dan Sains) Published by Master of Management Program, Faculty of Economics, Batanghari University
Adress: Fakultas Ekonomi, Jl.Slamet Ryadi, Broni-Jambi, Kec.Telanaipura, Kodepos: 36122, email: jmas.unbari@gmail.com

Creative Commons License This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.