THE IMPACT OF INFLUENCER MARKETING AND FOOD & BEVERAGE QUALITY IN INCREASING CUSTOMERS REPURCHASE INTENTION WITH BRAND IMAGE AS MEDIATING VARIABLE (STUDY OF STREET BOBA PONTIANAK)

Abstract

This research aims to examine the impact of Influencer Marketing and Food & Beverage Quality in Increasing Customers Repurchase Intention with Brand Image as Mediating Variable. The type of research being used is quantitative research type with sample of respondents collected using Purposive Sampling technique which utilized questionnaires with 5-point Likert scale. Questionnaires are given to respondents according to predetermined criteria. The target population framework of this research are consumers who has made purchase in Street Boba Pontianak, with 100 sample of respondents involved. The data analysis method used in this research is Structural Equation Modelling (SEM) and Partial Least Square (PLS) using SmartPLS 4 software. The hypothesis in this research are; H1;Influencer marketing have significant impact on repurchase intention; H2; Food & beverage quality have a significant impact on repurchase intention; H3; Influencer marketing have a significant impact on brand image; H4; Food & beverage have a significant impact on brand image; H5; Brand image has a significant impact on repurchase intention; H6; Brand image mediates between Influencer marketing and repurchase intention; H7; Brand image mediate  between Food & Beverage  quality and repurchase intention

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