Pengaruh Social Media Marketing, dan Brand Image terhadap Revisit Intention melalui Customer Trust
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Abstract
Keberhasilan dari sebuah bisnis coffee shop ditunjukkan pada sikap loyal konsumennya, oleh karena itu, upaya coffee shop untuk meningkatkan minat berkunjung kembali sangat penting. Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing, brand image, dan Customer Trust dalam membentuk revisit intention pada konsumen kopitgram centang biru. Data diisi melalui google form dengan total responden sebanyak 190 orang konsumen yang sedang berkunjung dan pernah melihat konten media sosial Kopitagram. Metode analisis data menggunakan Structural Equation Model (SEM) dengan pendekatan Partial Least Square (PLS). Hasil penelitian ini menunjukkan bahwa social media marketing dan brand image berkontribusi secara signifikan dalam peningkatan Customer Trust. Social media marketing dan brand image mampu meningkatkan revisit intention dimediasi oleh Customer Trust. Temuan penelitian ini menunjukkan bahwa brand image tidak terbukti berdampak langsung terhadap revisit intention. Jadi, Customer Trust merupakan mediasi penuh sebagai variable perantara untuk meningkatkan revisit intention. Faktor-faktor seperti penerapan sistem pemasaran melalui media sosial dan citra merek yang positif berperan penting dalam meningkatkan kepercayaan konsumen sehingga berakhir pada terbentuknya revisit intention.
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