Pengaruh Content Marketing Instagram, Social Media Marketing Instagram, Price, Dan Restaurant Atmosphere Terhadap Repurchase Intention Pada Restaurant Dan Bar

Gregorius Edwin Yonathan(1*), Innocentius Bernarto(2)

(1) Pelita Harapan University Jakarta
(2) Pelita Harapan University Jakarta
(*) Corresponding Author

Abstract


This research is motivated by whether or not there is a relationship between the variables of Instagram content marketing, Instagram social media marketing, price, and restaurant atmosphere on repurchase intention. This study aims to analyze the effect of the variables of Instagram content marketing, social media marketing Instagram, price, and restaurant atmosphere on repurchase intention in restaurants and bars. The research method used is a causal research method. This research method is used to test whether a variable causes changes in other variables or not. This research was conducted on 384 consumers at restaurants and bars in South Jakarta. Respondents were selected from the sample of interest and data were collected using a Likert Scale questionnaire which was distributed online and offline. PLSSEM was used to analyze the data. The results show that Instagram content marketing, Instagram social media marketing, price, and restaurant atmosphere affect repurchase intention at Restaurants and Bars in South Jakarta positively and significantly, so there are no variables that have no effect. Further research can be carried out with qualitative analysis using the interview method to find out more about the reasons for consumers to repurchase.


Keywords


Content marketing instagram, social media marketing instagram, price, restaurant atmosphere, repurchase intention.

Full Text:

PDF

References


Ahyar, H., Maret, U. S., Andriani, H., Sukmana, D. J., Hardani, S. P., MS, N. H. A., ... & Istiqomah, R. R. (2020). Buku Metode Penelitian Kualitatif & Kuantitatif. Yogyakarta: CV. Pustaka Ilmu Group Yogyakarta.

Akbar, A., A., & Maharani, N. (2015). Pengaruh Content Marketing terhadap Minat Beli Konsumen pada Jasa Kreatif Yours Bandung. Prosiding Manajemen, 1309–1312.

Albi, K. (2020, January). Pengaruh Pemasaran Digital dan Suasana Toko Terhadap Minat Beli di Kedai Kopi S. Jurnal Manajemen Strategi Dan Aplikasi Bisnis, 21–30. https://doi.org/10.36407/jmsab.v3i1.116

Ansari, S., Ansari, G., Ghori, M. U., & Kazi, A. G. (2019). Impact of Brand Awareness and Social Media Content Marketing on Consumer Purchase Decision. Journal of Public Value and Administration Insights, 2(2), 5–10. https://doi.org/10.31580/jpvai.v2i2.896

Ardianto, Y., Supriadi Thalib, & Dian Riskarini. (2021). Analisis Repurchase Intention Melalui Customer Satisfaction Dilihat Dari Experiental Marketing dan Servicescape. JRB-Jurnal Riset Bisnis, 4(2), 155-172. Retrieved from https://journal.univpancasila.ac.id/index.php/jrb/article/view/1724

Bojei, J., & Hoo, W. C. (2012). Brand equity and current use as the new horizon for repurchase intention of smartphone. International Journal of Business & Society, 13(1).

Febrianti, R. A. M., Assiva, C. N., Salsabila, A., Salsabila, K. R., Octarian, N. P., & Sinaga, W. C. (2021). The Role of Marketing Communication and Innovation on Consumer Purchase Intention (Case Study at Restaurant X in Bandung City). Review of International Geographical Education Online, 11(3), 1376-1385.

Goldwin, J., Prabhu, K., A., & Ahmed, K., A. (2021). Impact of Social Media on the Purchase Intention in the Apparel Industry. Journal of Emerging Technologies and Innovative Research (JETIR), 8(7), 776–804.

Hair, J., F., Risher, J., J., Sarstedt, M., & Ringle, C., M. (2019). When to Use and How to Report the Results of PLS-SEM. European Business Review, 31(1), 1–25. https://doi.org/10.1108/EBR-11-2018-0203

OECD. (2020). OECD Interim Economic Assessment Coronavirus: The World Economy at Risk (Issue March).

Pratiwi, N., M., I., & Yasa, N., N., K. (2019). The Effect of Store Atmosphere, Social Media Marketing, and Lifestyle on Purchase Decisions on Consumers of the Alleyway Cafe. Eurepoan Journal of Management and Marketing Studies, 4(4), 85–100. https://doi.org/10.5281/zenodo.3592913

Rakhmawati, R., K., & Trenggana, A., F., M. (2018). Pengaruh Store Atmosphere, Product Assortment, dan Harga terhadap Minat Beli pada Transmart Carrefour Buah Batu Bandung. Jurnal Riset Bisnis Dan Manajemen (Jurisma), VIII(2), 89–104.

Sandala, F., D., Tumbel, A., J., & Tampenawas, J., L., A. (2021). Pengaruh Kelompok Referensi, Persepsi Harga, dan Store Atmosphere terhadap Minat Beli Konsumen pada UMKM Beenji Cafe di Sario Kecamatan Sario. Jurnal EMBA, 9(1), 878–886.

Saputra, A. (2019). Survei Penggunaan Media Sosial di Kalangan Mahasiswa Kota Padang menggunakan Teori Uses and Gratifications. BACA: Jurnal Dokumentasi Dan Informasi, 40(2), 207–216. https://doi.org/10.14203/j.baca.v40i2.476

Saraswati, D., A., & Hastasari, C. (2020). Strategi Digital Content Marketing pada Akun Media Sosial Instagram Mojok.co dalam Mempertahankan Brand Engagement. Jurnal Biokultur, 9(2), 152–171.

Sulek, J. M., & Hensley, R. L. (2004). The relative importance of food, atmosphere, and fairness of wait: The case of a full-service restaurant. Cornell Hotel and Restaurant Administration Quarterly, 45(3), 235-247. https://doi.org/10.1177/0010880404265345

Suprina, R., Rikzani, F., & Sihite, J. (2020). The Impact of Café Atmosphere on Consumer ’ s Purchase Intention: Case Study at Kopi Praja Café , Indonesia. European Journal of Business and Management, 12(8), 28–34. https://doi.org/10.7176/EJBM/12-8-05

Susilo, A., Rumende, C. M., Pitoyo, C. W., Santoso, W. D., Yulianti, M., Herikurniawan, H., Sinto, R., Singh, G., Nainggolan, L., Nelwan, E. J., Chen, L. K., Widhani, A., Wijaya, E., Wicaksana, B., Maksum, M., Annisa, F., Jasirwan, C. O. M., & Yunihastuti, E. (2020). Coronavirus Disease 2019: Tinjauan Literatur Terkini. Jurnal Penyakit Dalam Indonesia, 7(1), 45. https://doi.org/10.7454/jpdi.v7i1.415

Ulmaghfiroh, N., Woelandari, D. S., Vikaliana, R., & Setyawati, N. W. (2021). Peran Price Discount Dalam Memoderasi Pengaruh Social Media Marketing dan Product Knowledge Terhadap Purchase Intention Produk Visval Bags. Abiwara : Jurnal Vokasi Administrasi Bisnis, 2(2), 49–59. https://doi.org/10.31334/abiwara.v2i2.1407

Vilaseca-Requena, J., Torrent-Sellens, J., & Jimenez-Zarco, I. (2007). ICT Use in Marketing as Innovation Success Factor Enhancing Cooperation in New Product. European Journal of Innovation Management, 10(2), 268–288. https://doi.org/10.1108/14601060710745297

Zamrudi, Z. (2017). PENGARUH CITRA MEREK DAN KEPERCAYAAN KONSUMEN TERHADAP MINAT PEMBELIAN SECARA ONLINE. Al-KALAM: JURNAL KOMUNIKASI, BISNIS DAN MANAJEMEN, 4(2), 132-144.




DOI: http://dx.doi.org/10.31602/atd.v6i2.6377

Refbacks

  • There are currently no refbacks.


Copyright (c) 2022 Gregorius Edwin Yonathan

---------------------------------------------------------------------------------------------------------------------

This works is licensed under Creative Commons Attribution-Share A like 4.0 International License