Pengaruh Strategi Pemasaran Online dan Offline terhadap Kepuasan Konsumen dan Minat Beli Ulang Konsumen pada Konsumen Pembelian Produk Makanan Cepat Saji di Kota Surabaya
Keywords:
Content Marketing, Mobile Marketing, Social Media Marketing, Customer Satisfaction, Repeat OrderAbstract
This study aims to determine the effect of online marketing strategies on consumer repurchase interest with customer satisfaction as an intervening variable. This type of research used in this research is quantitative research. The number of samples used in this study were 150 respondents, the sampling method was Nonprobability Sampling, namely a sampling technique that did not provide equal opportunities / opportunities for each element or member of the population to be selected as samples. Determination of the sample using the Accidental sampling technique, namely the technique of determining the sample based on chance, that is, anyone who accidentally meets the researcher can be used as a sample, if the person who happens to meet cock is the data source. In this study, the analysis technique used is path analysis using the SmartPLS 3.0 program. Based on the results of the analysis and discussion, it can be concluded that the results of the study indicate that content marketing has a positive and significant effect on customer satisfaction, mobile marketing has a positive but not significant effect on customer satisfaction, social media marketing had a positive and significant effect on customer satisfaction, content marketing had a positive and significant effect on repurchase interest, mobile marketing had an effect positive and significant impact on repurchase interest, social media marketing has a positive and significant effect on repurchase interest.
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