Peran Brand Image Dalam Memediasi Pengaruh Daya Tarik Konten Instagram Terhadap Repurchase Intention
DOI:
https://doi.org/10.53567/jtrans.v18i1.152Keywords:
Daya Tarik Konten Instagram, Brand Image, Repurchase IntentionsAbstract
Perkembangan teknologi mengubah gaya hidup dan perilaku belanja masyarakat hingga perusahaan harus berinovasi pada strategi pemasaran digital. Media sosial contohnya Instagram yang menampilkan konten visual cocok digunakan untuk menyajikan informasi mengenai berbagai produk perawatan kulit (skincare) untuk meningkatkan daya saingnya. Penelitian ini tujuannya untuk menganalisiskan peranan brand image didalam memediasikan pengaruh daya tarik konten Instagram terhadap repurchase intentions Garnier facewash di Kota Denpasar. Populasi didalam penelitian ini yaitu masyarakat yang berasal di Kota Denpasar yang mengetahui dan menggunakan merek Garnier facewash. Jumlah sampel didalam penelitian yaitu 110 responden yang dipilihkan memakai metode non-probability sampling pada teknik purposive sampling. Analisis data dilakukan menggunakan metode Structural Equations Modeling (SEM) berbasis Partial Least Square (PLS) dengan bantuan program SmartPLS. Hasil penelitian memberi suatu petunjuk jika daya tarik konten Instagram memiliki pengaruh positif serta signifikan pada brand image dan repurchase intentions. Brand image juga memiliki pengaruh signifikan pada repurchase intentions dan terbukti memediasikan hubungan diantara keduanya. Implikasi dari penelitian ini memperkuat bukti empiris jika daya tarik konten Instagram berperanan didalam membentuk brand image yang pada akhirnya memberi pengaruh pada repurchase intentions. Temuan ini bisa menjadi dasar strategis bagi manajemen Garnier didalam merancang program pemasaran dan peningkatan brand image yang lebih baik.
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