The Influence of Instagram Marketing and Product Quality toward Repurchase Intention through the Customer Satisfaction as Mediation (Study Case of Ventela Shoes in Pontianak)
Abstract
ABSTRACTLocal shoes have started to become a trend in Indonesia. Until now, there have been many local shoe brands that produce and sell their products in Indonesia, this has created competition between local brands in winning the hearts of customers. Especially for each brand, it is very important to keep their customers using the brand of shoes, of course companies want customers to satisfied and buy their products repeatedly, but this requires the right marketing strategy and product quality that meets customer expectations to make repurchase intention. This research was conducted in Pontianak city with a sample of 100 Ventela customers as respondents. In this study, the data analysis method used is the Structural Equation Model Partial Least Square (SEMPLS). To perform analysis with the PLS method, this research used SmartPLS 4 software. The results of the research showed that H1: Instagram marketing has a positive effect on customer satisfaction. H2: Product Quality has a positive effect on Customer Satisfaction. H3: Instagram Marketing has a positive effect on Repurchase Intentions. H4: Product Quality has a positive effect on Repurchase Intentions. H5: Customer Satisfaction has a positive effect on Repurchase Intentions. And, The Customer Satisfaction plays a role as a partial mediation.
Keyword: Instagram Marketing, Product Quality, Customer Satisfaction, Repurchase Intention, Local Shoes.
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