THE INFLUENCE OF SOCIAL MEDIA MARKETING AND BRAND TRUST ON REPURCHASE INTENTION ON ZALORA INDONESIA'S SOCIAL MEDIA
Abstract
The purpose of this study was to examine the positive effect of social media marketing and brand trust on repurchase intention, the positive influence of social media marketing on brand trust, and the positive influence of social media marketing on repurchase intention through brand trust. The survey method was applied in this study to obtain data. The target population of this research is all Zalora customers in the city of Semarang, Indonesia, in August–October 2020. The number of samples collected is 400 respondents. The sampling technique was done by purposive sampling. Data analysis with Partial Least Square-Structural Equation Modeling (PLS-SEM) approach with the help of SmartPLS 3.0 program. The results showed that social media marketing and brand trust had a positive effect on repurchase intention, social media marketing had a positive effect on brand trust, and social media marketing had a positive effect on repurchase intention through brand trust.
BAHASA INDONESIA ABSTRACT
Tujuan penelitian ini adalah menguji pengaruh positif social media marketing dan brand trust terhadap repurchase intention, pengaruh positif social media marketing terhadap brand trust, dan pengaruh positif social media marketing terhadap repurchase intention melalui brand trust. Metode survey diaplikasikan dalam penelitian ini untuk mendapatkan data. Target populasi penelitian ini adalah seluruh pelanggan Zalora di kota Semarang, Indonesia, dalam bulan Agustus–Oktober 2020. Jumlah sampel yang terkumpul sebanyak 400 responden. Teknik pengambilan sampel dilakukan dengan purposive sampling. Analisis data dengan pendekatan Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan bantuan program SmartPLS 3.0. Hasil penelitian menunjukkan bahwa social media marketing dan brand trust berpengaruh positif terhadap repurchase intention, social media marketing berpengaruh positif terhadap brand trust, dan social media marketing berpengaruh positif terhadap repurchase intention melalui brand trust.
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