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The Influence of Experiential Marketing and Social Media Marketing on Repurchase Intention Mediated by Brand Trust Variables in the OVO Application in Pekanbaru City

Year: 2024

Type: article

Abstract: This research aims to determine and analyze the influence of experiential marketing and social media marketing on repurchase intention which is mediated by brand trust variables in Pekanbaru City. This research is quantitative research with research sampling using the purposive sampling method. The sample used was 130 OVO users using the SEM-PLS method. The results of this research were that the Experiential Marketing variable had a positive and significant effect on Repurchase Intention on the OVO application in Pekanbaru City, Social Media Marketing had a positive but not significant effect on Repurchase Intention. Meanwhile, the mediation regression test concluded that Experiential Marketing towards Repurchase Intention which was mediated by Brand Trust mediates, in the Social Media Marketing test towards Repurchase Intention which was mediated by the Brand Trust variable in the OVO application in Pekanbaru City.

Source: Inovbiz Jurnal Inovasi Bisnis Seri Manajemen Investasi dan Kewirausahaan

DOI: 10.35314/zzz91n74

Authors: Cici Sumira, Fitri Ayu Nofirda, Khusnul Fikri

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4407590007

FWCI:

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