IMPACT OF SOCIAL MEDIAIN REPURCHASE INTENTION: A CASE STUDY OF TOKO KOPI TUKU JAKARTA

Abstract

PURPOSE This study aims to determine whether the independent variables of copywriting, promotion and campaign, quality of content and influencer affect repurchase intention with the object of research, namely Teko Kopi Tuku DESIGN/METHODOLOGY APPROACH-This research uses quantitative methods. For data collection using Google Forms distributed to Gen Z consumer coffee more than three times a week, and dominated by Toko Kopi Tuku at least 50% in Jabodetabek. The research sample obtained 160 respondents and then processed the data using SPSS Statistics v.25. FINDINGS-The results of this research, the four hypotheses have been accepted in accordance with the theory in chapter two, copywriting has a positive effect on repurchase intention, promotion and campaign has a positive effect on brand trust, service quality has a positive effect on repurchase intention, and Influencer has a positive effect on repurchase intention ORIGINALITY VALUE The results of this study successfully answered one independent variable as a differentiator, namely electronic word of mouth, which was not discussed in previous studies.