REPURCHASE INTENTION PADA LAYANAN STREAMING DIGITAL: BAGAIMANA KONTRIBUSI SOCIAL MEDIA MARKETING?

RAHMA KHOIRUNNISA, . (2025) REPURCHASE INTENTION PADA LAYANAN STREAMING DIGITAL: BAGAIMANA KONTRIBUSI SOCIAL MEDIA MARKETING? Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Perusahaan layanan streaming digital semakin memanfaatkan media sosial sebagai strategi pemasaran di era digital. Dalam menghadapi persaingan yang ketat, social media marketing dianggap mampu mendorong konsumen untuk melakukan pembelian ulang (repurchase intention), terutama melalui peningkatan brand engagement, brand image, dan brand awareness. Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing terhadap repurchase intention pada layanan streaming digital, dengan mempertimbangkan peran brand engagement, brand image, dan brand awareness sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui kuesioner online kepada 265 responden yang pernah menggunakan layanan streaming digital dan mengikuti akun media sosial layanan tersebut. Data yang diperoleh dianalisis menggunakan SPSS dan Structural Equation Modeling (SEM) berbasis AMOS. Hasil penelitian menunjukkan bahwa social media marketing berpengaruh positif terhadap brand image, brand awareness, dan repurchase intention, tetapi tidak berpengaruh terhadap brand engagement. Selain itu, brand image dan brand awareness terbukti memiliki pengaruh positif terhadap repurchase intention, sedangkan brand engagement tidak berpengaruh signifikan. Temuan ini menunjukkan bahwa strategi pemasaran melalui media sosial efektif dalam membangun niat pembelian ulang konsumen, terutama melalui peningkatan citra dan kesadaran merek. Namun, keterlibatan merek (brand engagement) belum tentu menjadi faktor penentu dalam mendorong repurchase intention pada konteks layanan streaming digital. Implikasi dari penelitian ini dapat digunakan oleh perusahaan untuk menyusun strategi digital marketing yang lebih terfokus pada elemen citra dan kesadaran merek guna memperkuat loyalitas konsumen di tengah persaingan industri yang semakin kompetitif ***** Digital streaming service companies are increasingly utilizing social media as a marketing strategy in the digital era. In the face of intense competition, social media marketing is considered effective in encouraging consumers to make repeat purchases (repurchase intention), particularly through enhancing brand engagement, brand image, and brand awareness. This study aims to analyze the influence of social media marketing on repurchase intention in digital streaming services, considering the roles of brand engagement, brand image, and brand awareness as mediating variables. This research used a quantitative approach with an online questionnaire distributed to 265 respondents who have used digital streaming services and follow their social media accounts. The collected data were analyzed using SPSS and Structural Equation Modeling (SEM) based on AMOS. The results show that social media marketing has a positive influence on brand image, brand awareness, and repurchase intention, but not on brand engagement. Additionally, brand image and brand awareness positively affect repurchase intention, while brand engagement does not have a significant impact. These findings indicate that social media marketing strategies are effective in fostering repurchase intention, especially through improved brand image and awareness. However, brand engagement may not necessarily be a determining factor in encouraging repurchase intention in the context of digital streaming services. The implications of this study can be used by companies to design digital marketing strategies that focus more on building brand image and awareness to strengthen customer loyalty in an increasingly competitive industry.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, Ph.D. ; 2). Nofriska Krissanya, S.E., M.B.A., CHRP.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Rahma Khoirunnisa .
Date Deposited:	12 Aug 2025 03:04
Last Modified:	12 Aug 2025 03:04
URI:	http://repository.unj.ac.id/id/eprint/59768

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