The Role of Social Media Marketing in Strengthening Repurchase Intention: Green Marketing Practices for Vegan Skin Care Products

Abstract

The objective of this study is to investigate how social media marketing activities influence repurchase intention by examining the variables of functional value, perceived quality, and brand image. A quantitative approach was employed for this research. The sampling method chosen was purposive sampling, with a total of 360 respondents participating in the study. The collected data were subjected to analysis using structural equation modeling (SEM) facilitated by the AMOS software. The findings of the analysis reveal the following: 1) Social media marketing has a positive influence on brand image, 2) Social media marketing has a positive influence on functional value, 3) Social media marketing has a positive and significant influence on perceived quality, 4) Brand image has a positive influence on repurchase intention, 5) Functional value has a positive influence on repurchase intention, 6) Perceived quality has a positive influence on repurchase intention.