Efektivitas Social Media Marketing Terhadap Repurchase Intention Dengan Customer Satisfaction Sebagai Variabel Intervening
Keywords:
Social Media Marketing, Customer Satisfaction, Repurchase IntentionAbstract
THE EFFECTIVENESS OF SOCIAL MEDIA MARKETING ON REPURCHASE INTENTION WITH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE (A Study on Followers of @GenshinImpactID on X Social Media Platform)
This research is motivated by the increasing use of social media as a digital marketing tool in the online gaming industry. Through social media, companies are able to build interactive communication with consumers and enhance customer satisfaction in order to encourage repurchase intention. One of the digital marketing strategies implemented is social media marketing through the @GenshinImpactID account on X social media platform. The increasingly competitive gaming industry requires companies to create marketing strategies that are capable of maintaining customer loyalty through user experience and satisfaction. This study aims to analyze the effect of social media marketing on repurchase intention with customer satisfaction as an intervening variable among followers of the @GenshinImpactID account on X social media platform. This study employed a quantitative method with an associative approach. The sampling technique used was purposive sampling with a total of 180 respondents who were followers of the @GenshinImpactID account and had previously made top-up purchases in the Genshin Impact game. Data analysis was conducted using the Structural Equation Modeling-Partial Least Square (SEM-PLS) method with the assistance of SmartPLS 4 software. The results showed that social media marketing has a significant effect on customer satisfaction, customer satisfaction has a significant effect on repurchase intention, and customer satisfaction is able to mediate the effect of social media marketing on repurchase intention among followers of the @GenshinImpactID account on X social media platform.
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