PENGARUH MEDIA SOSIAL TERHADAP MINAT BELI ULANG PADA BUTIK NIM SHOP DI KOTA PALU

Dinda Maharani, Ira Nuriya Santi

Abstract


Abstrak

Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh media sosial yang diukur dengan variabel hubungan personal, interaksi, pesan dan keakraban merek terhadap minat beli ulang pada butik Nim Shop di Kota Palu. Jenis penelitian adalah deskriptif kausal. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada konsumen dan melakukan wawancara dengan pengelola Nim Shop. Teknik pengambilan sampel dalam penelitian ini menggunakan purposive sampling, dengan jumlah sampel sebanyak 75 responden. Teknik analisis data menggunakan regresi linear berganda. Hasil penelitian menunjukkan bahwa variabel hubungan personal, interaksi, pesan dan keakraban merek secara serempak berpengaruh positif dan signifikan terhadap minat beli ulang. Secara parsial variabel hubungan personal dan interaksi berpengaruh namun tidak signifikan terhadap minat beli ulang. Secara parsial variabel pesan dan keakraban merek berpengaruh signifikan terhadap minat beli ulang.

Kata Kunci: Media Sosial, Minat Beli Ulang

 

Abstract

The study aims to test and analyze the influence of social media as measured by variables of personal relationships, interactions, messages and brand familiarity to buy-to-be interest in nim shop boutiques in Palu City. This type of research is causal descriptive. Data collection is done by distributing questionnaires to consumers and conducting interviews with Nim Shop managers. The sampling technique in this study used purposive sampling, with a sample number of 75 respondents. Data analysis techniques use multiple linear regressions. The results showed that the variables of personal relationships, messages and brand familiarity simultaneously had a positive and significant effect on buy-to-buy interest. Partially variable personal relationships and interactions are influential but not significant to repurchase interest. Partially variable messaging and brand familiarity have a significant effect on repurchase interest.

Keywords: Social Media, Repurchase Interest

 


Keywords


Media Sosial, Minat Beli Ulang

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DOI: https://doi.org/10.22487/jimut.v9i1.312

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