PENGARUH SOSIAL MEDIA MARKETING, KUALITAS PRODUK DAN BRAND AWARENESS TERHADAP INTENSI PEMBELIAN KEMBALI KONSUMEN PINGIN TAHU AJA JEMBER

Abstract

Micro and Small Enterprises (UMK) is an important sector that can boost the community's economy. The largest type of Micro and Small Entreprises is the culinary sector. To attract repurchase intention, the current marketing method that can be used effectively is through social media marketing. In addition, consumers will also be interested in buying again if the products are good quality product. Culinary products will also not be in demand by consumers if consumers do not have brand awareness of these products. This study aims to examine the effect of social media marketing, product quality and brand awareness on repurchase intention. The populations are 144 consumers of Pingin Tahu Aja. The analysis used was multiple linear regression analysis. The independent variables are social media marketing, product quality, and brand awareness, while the dependent variable is repurchase intention. The results of this study show that social media marketing, product quality and brand awareness have a significant partial and simultaneous positive effect on consumer repurchase intention of Pingin Tahu Aja products.