PERAN VARIABEL MEDIASI KEPUASAN PELANGGAN PADA PENGARUH IKLAN BERBASIS MEDIA SOSIAL INSTAGRAM TERHADAP MINAT BELI ULANG MIE GACOAN DI YOGYAKARTA
DOI:
https://doi.org/10.32477/jrabi.v3i4.848Keywords:
instagram social media-based advertising, repurchase intention, customer satisfaction.Abstract
This study aims to analyze the influence of instagram social media-based advertising on repurchase intention with customer satisfaction as a mediating variabel. The sample in this study were 120 people with a purposive sampling technique which is part of the non-probability sampling. The method used in this study is structural analysis using variance-based aquation modeling, namely partial least squares. The result of this study : instagram social media advertising significantly effect on customer saticfaction variabel. Customer saticfaction significantly influence repurchase intention variabel. Instagram social media have no effect on repurchase intention. Customer satisfaction acts as a mediating effect of instagram social media advertising on repurchase intention.
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