The Effect of Product Variety, Brand Image and Social Media Marketing on Repurchase Interest in Fashion Wearmade Products

Ni Putu Mirah Arista Dewi; Ni Putu Cempaka Dharmadewi Atmaja; Daniel Mane

doi:10.32535/jicp.v7i5.3804

The Effect of Product Variety, Brand Image and Social Media Marketing on Repurchase Interest in Fashion Wearmade Products

Ni Putu Mirah Arista Dewi, Ni Putu Cempaka Dharmadewi Atmaja, Daniel Mane

Abstract

There are many factors that encourage and become consumer considerations in terms of buying interest that is always changing and tends to follow the trends that are happening. In this case, the company must know the trend that occurs so that consumers intend to buy again. This study aims to determine the influence of product variation, brand image and social media marketing on repurchase interest in Wearmade fashion products. The number of samples used was 112 respondents who were Wearmade consumers who had made purchases by sampling using the purposive sampling technique using the hair formula. The data was taken with a Likert scale questionnaire and processed using the Statistical Program for Social Science (SPSS). The results of the study prove that product variation has a positive and significant effect on repurchase interest, Brand image has a positive and significant effect on repurchase interest, and social media marketing has a positive and significant effect on repurchase interest.

Full Text:

PDF

References

Afiqoh, I. K., Arpizal, A., & Sahara, S. (2024). Pengaruh social media marketing dan e-trust terhadap minat beli pada mahasiswa Pendidikan Ekonomi FKIP Universitas Jambi. Jurnal Ilmu Manajemen Terapan, 5(3), 188–196.

Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley.

Anjani, A. P. (2021). Analysis of product variation and service quality on repurchase intention mediated by customer satisfaction. International Journal of Review Management Business and Entrepreneurship, 1(2), 295–309.

A’yun, S. K., & Fitra, J. (2023). Pengaruh kualitas produk, variasi produk dan celebrity endorser terhadap minat beli ulang Scarlett Whitening Body Lotion. Journal of Digital Business and Management, 2(1), 44–54.

Astuti, C. W., & Abdurrahman. (2022). Pengaruh social media marketing dan brand trust terhadap minat beli ulang dengan kepuasan pelanggan sebagai variabel intervening. Journal of Advances in Digital Business and Entrepreneurship, 1(2), 33–49.

Atmaja, N. P. C. D., & Menuh, N. N. (2019). Peran mediasi brand trust pada pengaruh brand image terhadap keputusan pembelian secara online. Prosiding, 1, 1–12.

Bahar, A., & Sjaharuddin, H. (2019). Pengaruh kualitas produk dan kualitas pelayanan terhadap kepuasan konsumen dan minat beli ulang. Jurnal Riset Manajemen dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 4(1), 175–182.

Chaffey, D., & Chadwick, F. E. (2019). Digital marketing: Strategy, implementation and practice (7th ed.). Pearson.

Cheung, M. L., Pires, G., & Rosenberger, P. J. (2020). The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3), 695–720.

Felincia., & Fransisca. (2022). Pengaruh social media marketing pada Facebook terhadap minat beli Feel in Taste di Kupang dengan kepercayaan konsumen sebagai variabel mediasi. AGORA, 10(1), 1–7.

Firmansyah. (2019). Pemasaran produk dan merek (Cetakan pertama). Penerbit Qiara Media.

Girsang, N. M., Rini, E. S., & Gultom, P. (2020). The effect of brand image and product quality on re-purchase intention with customer satisfaction as intervening variables in consumers of skincare Oriflame users – A study on students of North Sumatra University, Faculty of Economics and Business. European Journal of Management and Marketing Studies.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning EMEA.

Hasan, A. (2018). Marketing dan kasus-kasus pilihan. Center For Academic Publishing Service (CAPS).

Hidayah, S. A., & Apriliani. (2019). Analisis pengaruh brand image, harga, kualitas produk, dan daya tarik promosi terhadap minat beli ulang konsumen Batik Pekalongan (Studi pada Pasar Grosir Setono Batik Pekalongan). Journal of Economic, Business and Engineering, 1(1), 24–31.

Hidayat, R., & Resticha, D. (2019). Analisis pengaruh variasi produk dan labelisasi halal terhadap kepuasan konsumen untuk meningkatkan minat beli ulang pada kosmetik Wardah. Journal of Applied Business Administration, 3(1), 40–52.

Ichsannudin, I., & Purnomo, H. (2021). Analisis gaya hedonis, status sosial, variasi produk terhadap keputusan pembelian melalui citra merek. CV. Media Sains Indonesia.

Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity (5th ed.). Pearson Education.

Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2019). Marketing manajemen. Pearson.

Leksono, H., & Prasetyaningtyas, S. (2021). Influence social media marketing activity on repurchase intention in the e-commerce industry. Journal of Research in Business, Economics, and Education, 3(5), 1–25.

Lestari, B., & Novitaningtyas, I. (2021). Pengaruh variasi produk dan kualitas pelayanan terhadap minat beli ulang konsumen pada Coffeeville-Oishi Pan Magelang. Jurnal Nasional Manajemen Pemasaran dan SDM, 2(3), 150–159.

Maulida, A. (2021). Pengaruh iklan, sales promotion, dan citra merek terhadap minat beli ulang (Studi pada pengguna Shopee). Journal of Entrepreneurship, Management, and Industry (JEMI), 4(4), 151–160.

More, K., Djuang, G., & Amaral, M. A. L. (2022). Pengaruh variasi produk, harga, dan promosi penjualan terhadap minat beli ulang masyarakat pada Toko Emas Gemilang Oeba Kota Kupang. Prosiding Seminar Nasional & Call For Paper Fakultas Ekonomi, 1, 264–280.

Mulyandi, M. R., & Tjandra, R. H. (2023). The influence of product quality and brand image on repurchase intention of halal cosmetic products in e-commerce. Journal of Industrial Engineering & Management Research, 4(1), 41–52.

Praja, A. D., & Haryono, T. (2022). The effect of brand image and product quality on repurchase intention mediated by consumer satisfaction: Study at Uniqlo in Solo. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(2), 1752–1758.

Priyanto, R. (2024). Pengaruh variasi produk, kualitas produk, dan kualitas pelayanan terhadap minat beli ulang konsumen pada Toko Prahasta Purbalingga. EKOMA: Jurnal Ekonomi, Manajemen, Akuntansi, 3(2), 898–906.

Ramdani, H. C., Rahayu, S., & Fahmi, R. (2022). Pengaruh sosial media marketing terhadap minat dan daya beli pelanggan. Pelita: Jurnal Penelitian dan Karya Ilmiah, 22(1), 48–55.

Safitri, A. N. (2020). Pengaruh brand image, persepsi harga dan kualitas layanan terhadap minat beli ulang pada Lazada. E-BISMA, 1(1), 1–9.

Saputra, D. H., Sutiksno, D. U., Kusuma, A. H. P., Romindo, R., Wahyuni, D., Purnomo, A., & Simarmata, J. (2020). Digital marketing: Komunikasi bisnis menjadi lebih mudah. Yayasan Kita Menulis.

Sasongko, T., Askiyanto., & Yuniarti. (2023). Pengaruh harga dan variasi produk terhadap minat beli konsumen pada Anvibi Café Malang. Jurnal Ilmu Manajemen dan Akuntansi, 11(1), 45–53.

Tjiptono, F. (2018). Pemasaran jasa. Bayu Media.

Wardi, Y. (2022). The influence of social media marketing towards the repurchase intention with brand image as mediating variable. Marketing Management Studies, 2(3), 243–257.

Willem, A., Tumbel, A. L., & Samadi, R. L. (2020). Analisis efektivitas marketing media sosial Facebook terhadap keputusan pelanggan D’Brothers Laundry. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 8(1), 156–165.

DOI: https://doi.org/10.32535/jicp.v7i5.3804

Refbacks

There are currently no refbacks.

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Published by:

AIBPM Publisher

Editorial Office:

JL. Kahuripan No. 9 Hotel Sahid Montana, Malang, Indonesia
Phone:+62 341 366222
Email: journal.jicp@gmail.com
Website:http://ejournal.aibpmjournals.com/index.php/JICP

Supported by: Association of International Business & Professional Management

If you are interested to get the journal subscription you can contact us at admin@aibpm.org.

ISSN 2622-0989 (Print)
ISSN 2621-993X (Online)

DOI:Prefix 10.32535 by CrossREF

Journal of International Conference Proceedings (JICP) INDEXED: