The Influence of Social Media Marketing on Repurchase Intention: An Empirical Study in the Refill Perfume Shop

Abstract

The purpose of this study is to examine the influence of social media marketing activities on repurchase intention through the variables of brand awareness, brand trust, and brand image. This research was conducted using the observation method, which involved collecting data through an online questionnaire in the form of a Google Form. The questionnaire was distributed through social media platforms such as WhatsApp, Instagram, and WhatsApp to 200 respondents residing in Jabodetabek, who have purchased and used refillable perfumes. The data obtained were analyzed using structural equation modeling (SEM) with the assistance of the AMOS program. The results of the analysis indicate that social media marketing has been found to be an effective factor in influencing brand awareness, brand trust, and brand image. Additionally, brand awareness has a positive effect on repurchase intention, brand trust has a positive effect on repurchase intention, and brand image has a positive effect on repurchase intention.