PENGARUH SOCIAL MEDIA MARKETING, BRAND EQUITY DAN SOCIAL BRAND ENGAGEMENT TERHADAP REPURCHASE INTENTION PADA MEREK SKINCARE NPURE

LARAS BUNGA PRATIWI, . (2025) PENGARUH SOCIAL MEDIA MARKETING, BRAND EQUITY DAN SOCIAL BRAND ENGAGEMENT TERHADAP REPURCHASE INTENTION PADA MEREK SKINCARE NPURE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER.pdf Download (1MB)
	Text BAB I.pdf Download (1MB)
	Text BAB II.pdf Restricted to Registered users only Download (668kB) | Request a copy
	Text BAB III.pdf Restricted to Registered users only Download (681kB) | Request a copy
	Text BAB IV.pdf Restricted to Registered users only Download (1MB) | Request a copy
	Text BAB V.pdf Restricted to Registered users only Download (427kB) | Request a copy
	Text DAFTAR PUSTAKA.pdf Download (470kB)
	Text LAMPIRAN.pdf Restricted to Registered users only Download (928kB) | Request a copy

Abstract

Penelitian ini bertujuan untuk menguji pengaruh social media marketing, brand equity, dan social brand engagement terhadap repurchase intention pada konsumen merek skincare lokal NPURE. Pendekatan yang digunakan adalah metode kuantitatif, dengan data primer yang dikumpulkan melalui penyebaran kuesioner secara daring. Responden dalam penelitian ini dipilih berdasarkan kriteria: pernah menggunakan produk skincare NPURE, mengikuti akun Instagram resmi NPURE (@npureofficial), berusia 13-44 tahun, dan memiliki minat terhadap kecantikan dan skincare. Jumlah sampel dalam penelitian ini adalah 302 responden. Teknik analisis data dilakukan menggunakan software AMOS versi 23 untuk menganalisis Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa social media marketing berpengaruh positif dan signifikan terhadap brand equity, social brand engagement, dan repurchase intention. Selain itu, brand equity dan social brand engagement juga berpengaruh positif dan signifikan terhadap repurchase intention. Temuan ini memperkuat relevansi teori Stimulus-Organism-Response (S O-R) dalam menjelaskan bagaimana strategi digital marketing dapat membentuk persepsi dan keterikatan konsumen yang berdampak pada perilaku pembelian ulang. Penelitian ini memberikan kontribusi bagi pelaku bisnis skincare lokal dalam menyusun strategi media sosial yang efektif guna mempertahankan loyalitas konsumen dan meningkatkan penjualan. ***** This study aims to examine the influence of social media marketing, brand equity, and social brand engagement on repurchase intention among consumers of the local skincare brand NPURE. A quantitative approach was employed, using primary data collected through an online questionnaire. Respondents were selected based on the following criteria: having used NPURE skincare products, following the official NPURE Instagram account (@npureofficial), being between 13 and 44 years old, and having an interest in beauty and skincare. The study involved 302 respondents. Data analysis was conducted using AMOS version 23, applying the Structural Equation Modeling (SEM) technique. The findings indicate that social media marketing has a positive and significant effect on brand equity, social brand engagement, and repurchase intention. Additionally, both brand equity and social brand engagement also have a positive and significant influence on repurchase intention. These results support the relevance of the Stimulus-Organism-Response (S-O-R) theory in explaining how digital marketing strategies shape consumer perception and emotional attachment, ultimately influencing repurchase behavior. This study provides valuable insights for local skincare businesses in developing effective social media strategies to foster customer loyalty and drive sales.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Mohamad Rizan, S.E., M.M. ; 2). Nofriska Krissanya, S.E., M.B.A.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Laras Bunga Pratiwi .
Date Deposited:	08 Aug 2025 02:10
Last Modified:	08 Aug 2025 02:10
URI:	http://repository.unj.ac.id/id/eprint/59024

Actions (login required)

View Item