The Effects of Experiential Marketing and Social Media Marketing on Repurchase Intention with Brand Trust as Variable Mediation for Wearing Klamby Hijab Fashion Products

Abstract

The development and advancement of internet technology have been largely viewed as a very lucrative business opportunity by some. Hijab fashion products are one of the businesses that are currently thriving in their use of social media. In Indonesia, the growth of Wearing Klamby products is beginning, and there is an interesting phenomenon where the brand's products always sell out quickly when a new product series is launched. The purpose of this study was to ascertain the factors influencing repurchase intention and brand trust for Wearing Klamby hijab fashion products. The research is quantitative in nature and includes cross-sectional research. The population for this study consisted of all customers of Wearing Klamby fashion who had made at least two purchases of Wearing Klamby products. The probability sampling method combined with a simple random sampling technique will be used in this study to obtain 155 respondents. The findings of this study indicate that experiential marketing, social media marketing, and brand trust all have a positive and significant effect on repurchase intention. Experiential marketing and social media marketing have a positive and significant effect on brand trust to a lesser extent. In this study, brand trust as a mediating variable had a positive and significant effect on repurchase intention.