Pengaruh Promosi Berbasis Media Sosial Terhadap Minat Beli Ulang Konsumen Pipe and Barrel Surabaya

Olivia Gisena Santoso • Evelyn Setiadi
Journal article Jurnal Hospitality dan Manajemen Jasa • 2016

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(English, 2 pages)

Abstract

: This study was conducted to determine the influence of advertising which are personal relevance, online interactivity, message and brand familiarity based on social media to re-purchasing intention at Pipe and Barrel Surabaya. This type of research is quantitative causal with multiple linear regression analysis was used to determine the influence of independent variables on the dependent variable. The results shows personal relevance is the only variabel that have positive and significant influence and become the most dominant variable that gives influence on re-purchasing intention. Online interactivity and brand familiarity have positive effect but no significant to the re-purchasing intention. Message has negative and no significant effect on the re-purchasing intention. Simultaneously the four variables have positive and significant effect on the re-purchasing intention at Pipe and Barrel Surabaya.

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Jurnal Hospitality dan Manajemen Jasa

Jurnal Hospitality dan Manajemen Jasa adalah jurnal mahasiswa Program Studi Manajemen Perhotelan,... see more