Pengaruh Social Media Marketing dan Brand Image Terhadap Repurchase Intention melalui Customer Satisfaction
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing (SMM) dan Brand Image terhadap Repurchase Intention yang dimediasi oleh Customer Satisfaction pada konsumen produk Uniqlo di wilayah JABODETABEK. Penelitian ini dilatarbelakangi oleh pesatnya perkembangan industri fashion serta peran penting media sosial dan citra merek dalam membentuk kepuasan dan loyalitas konsumen. Data dikumpulkan melalui penyebaran kuesioner kepada 140 responden yang memenuhi kriteria tertentu dan dianalisis menggunakan metode Structural Equation Modeling (SEM)Pls. Hasil penelitian menunjukkan bahwa Social Media Marketing dan Brand Image berpengaruh positif dan signifikan terhadap Customer Satisfaction dan Repurchase Intention. Selain itu, Social Media Marketing dan Brand Image berpengaruh secara tidak langsung terhadap Repurchase Intention melalui Customer Satisfaction. Temuan ini mengindikasikan bahwa pengalaman positif konsumen terhadap aktivitas media sosial dan citra merek yang kuat mampu meningkatkan kepuasan, yang pada akhirnya mendorong minat untuk melakukan pembelian ulang. Penelitian ini memberikan implikasi manajerial bagi perusahaan fashion, khususnya Uniqlo, untuk memperkuat strategi pemasaran digital dan menjaga citra merek demi mempertahankan loyalitas pelanggan.
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