Wulansari, Oktaviani Dwi (2024) Pengaruh Content Marketing, Social Media Instagram Dan Customer Review Terhadap Repeat Purchase Pelanggan Pada PT Jokopi Indonesia Group (Studi Pada Pelanggan Jokopi, Kota Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Coffee consumption among Indonesians has increased as a result of progress in the country. This can be seen from the graph of the number of coffee producers which increases every year. Coffee shops seem to be a way of life that is spreading throughout contemporary culture. Without conducting initial data analysis, coffee shop business owners risk creating products that do not meet the needs of their target market, thereby reducing their opportunities to influence consumer purchasing decisions. Coffee business people can use social media to communicate with customers directly. This includes sharing information about reviews, answering client questions, and doing so in a timely and efficient manner. This research aims to determine the influence of content marketing, Instagram social media and customer reviews on customer repeat purchases at PT Jokopi Indonesia Group. This research uses associative research with a quantitative approach. The population in this study were customers from the Jokopi coffee shop in Surabaya City who had a purchase history of more than 2 times. With respondents as many as 200 PT Jokopi Indonesia Group customers by distributing questionnaires at Kedai Jokopi Surabaya from the age range <17 years to >32. Researchers used NonProbability Sampling Techniques with the Purposive Sampling method. The type of data used is primary data. In proving the hypothesis the researcher used the Research Instrument Test, Classical Assumption Test, Determination Coefficient Test (R2), Multiple Linear Regression Analysis and Hypothesis Testing. The results of the research show that the partial T test calculation has a sig value. Content Marketing (X1) on Repeat Purchase (Y) is 0.002 > 0.05 and the t count is 3.119 < 1.972, which means that content marketing (X1) has an influence on Repeat Purchase (Y). Sig value. Social Media Instagram (X2) on Repeat Purchase (Y) is 0.000 > 0.05 and the t count is 4.478 < 1.972, which means that Social Media Instagram (X2) has an influence on Repeat Purchase (Y). As well as the sig value. Customer Review (X3) on Repeat Purchase (Y) is 0.000 > 0.05 and t count is 7.370 > 1.972, which means Customer Review (X3) has an influence on Repeat Purchase (Y). In the simultaneous F Test calculation it is known that the sig. of 0.000 < 0.05 and calculated f of 86.746 > 2.65, which means that the Content Marketing (X1), Social Media Instagram (X2) and Customer Review (X3) variables influence the Repeat Purchase Variable (Y). The research results show that content marketing, social media Instagram, and customer reviews have a significant effect on repeat purchases.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | J Political Science > JA Political science (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Oktaviani Dwi Wulansari | ||||||||
| Date Deposited: | 30 May 2024 07:13 | ||||||||
| Last Modified: | 30 May 2024 07:13 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/23365 |
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