BINTANG DHARMAYUDHA (2025) PENGARUH SOCIAL MEDIA MARKETING DAN REPURCHASE INTENTION DENGAN CUSTOMER ENGAGEMENT SEBAGAI VARIABEL MEDIASI (STUDI PADA PELANGGAN MOOSE COFFEE & SPACE DI DAERAH ISTIMEWA YOGYAKARTA). S1 thesis, Universitas Muhammadiyah Yogyakarta.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Marketing dan Electronic Word of Mouth terhadap Repurchase Intention dengan Customer Engagement sebagai variabel mediasi terhadap pelanggan Moose Coffee & Space. Penelitian ini melibatkan 170 responden yang berusia minimal 17 tahun, yang dipilih menggunakan non-probability sampling dengan menggunakan metode purposive sampling. Alat analisis yang digunakan yaitu Structural Equation Modeling (SEM) Partial Least Squares (PLS) versi 3.0. Hasil penelitian menunjukkan bahwa Social Media Marketing berpengaruh positif dan signifikan terhadap Repurchase Intention, Electronic Word of Mouth berpengaruh positif dan signifikan terhadap Repurchase Intention, Social Media Marketing berpengaruh positif dan signifikan terhadap Customer Engagement, Electronic Word of Mouth berpengaruh positif dan signifikan terhadap Customer Engagement, Customer Engagement berpengaruh positif dan signifikan terhadap Repurchase Intention, Customer Engagement mampu memediasi hubungan antara Social Media Marketing dan Repurchase Intention, dan Customer Engagement mampu memediasi hubungan antara Electronic Word of Mouth dan Repurchase Intention.

Dosen Pembimbing: Sutrisno Wibowo,, S.E., M.M. | NIDN0501086901
Item Type: Thesis (S1)
Uncontrolled Keywords: Social Media Marketing, Electronic Word of Mouth, Customer Engagement, Repurchase Intention
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: Bima
Date Deposited: 13 Feb 2025 02:24
Last Modified: 13 Feb 2025 02:24
URI: https://etd.umy.ac.id/id/eprint/49999

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