THE INFLUENCE OF INSTAGRAM SOCIAL MEDIA MARKETING, AND PRODUCT QUALITY ON INCREASING REPURCHASE INTENTION THROUGH CUSTOMER SATISFACTION AT CETHO COFFEE CONSUMERS

Abstract

Globalization it is not only used for communication but also for business purposes.  social media is computer-based technology that facilitates the sharing of opinions, ideas and information through virtual communities and networks. Coffee drinks are very popular with European people because of innovations in processing coffee and creating the taste of coffee drinks with milk and sugar. Coffee shops in Europe are gaining popularity because they not only sell coffee drinks but also sell sweet pastries and other snacks.  In Indonesia, there were 160 million social media users in January 2020. Instagram is one of the social media that is widely used by the people of Indonesia, reaching 59 million active Instagram users every month. The purpose of this research is to investigate and to analyze  The Influence Of Instagram Social Media Marketing, And Product Quality On Increasing Repurchase Intention Through Customer Satisfaction At Cetho Coffee Consumers.  This type of research is a quantitative research.  The population in this study were Cetho Coffee consumers in Pontianak City who made at least 3 purchases at Cetho Coffee  with number of samples 100 respondents.  The sampling technique in this study was non-probability sampling, namely purposive sampling.  the test performed descriptive statistical analysis and used the SEM-PLS model with the SmartPLS analysis tool. the research results show that all the hypotheses made in this study are accepted.