Amelia, Annisa Nur (2026) PENGARUH EPHEMERAL MARKETING, CUSTOMER ENGAGEMENT, DAN BRAND IMAGETERHADAP REPURCHASE INTENTION PRODUK MIE DJOETEK (Studi pada Followers Instagram @miedjoetek). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Annisa Nur Amelia, 22042010085, The Influence of Ephemeral Marketing, Customer Engagement, and Brand Imageon Repurchase Intention of Mie Djoetek Products (A Study on Followers of the Instagram Account @miedjoetek), Advisor: Dra. Siti Ning Farida, M.Si. This study aims to analyze the influence of Ephemeral Marketing, customer engagement, and Brand Image on the Repurchase Intention of Mie Djoetek consumers through Instagram. This research used a quantitative explanatory approach with 100 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using multiple linear regression. The results showed that simultaneously and partially, Ephemeral Marketing, customer engagement, and Brand Image had a positive and significant effect on Repurchase Intention. These findings indicate that creative temporary marketing content, consumer engagement, and a strong brand image can increase consumers’ intention to repurchase. This study highlights the importance of optimizing digital marketing strategies to improve customer loyalty and business sustainability. Keywords: Ephemeral Marketing, customer engagement, brand image, Repurchase Intention
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Annisa Annisa Amelia | ||||||||
| Date Deposited: | 25 May 2026 07:12 | ||||||||
| Last Modified: | 25 May 2026 08:16 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52437 |
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