Pengaruh Content Marketing, Influencer, Elektronik Word Of Mouth Dan Reputasi Merek Terhadap Minat Beli Ulang Produk Kosmetik Oh My Glam (OMG) Di Toko Nerdyshop Kota Banda Aceh
DOI:
https://doi.org/10.61930/jebmak.v5i2.1945
Keywords:
Content Marketing, influencer, Reputasi Merek, Minat Beli UlangAbstract
Penelitian ini bertujuan menganalisis pengaruh content marketing, influencer, electronic word of mouth (e-WOM), dan reputasi merek terhadap minat beli ulang produk kosmetik Oh My Glam (OMG) pada konsumen Toko Nerdyshop Kota Banda Aceh. Penelitian menggunakan pendekatan kuantitatif dengan desain kausal-asosiatif dan metode survei cross-sectional. Data diperoleh melalui kuesioner kepada 96 responden yang dipilih menggunakan purposive sampling. Instrumen penelitian menggunakan skala Likert lima poin dan dianalisis dengan regresi linear berganda menggunakan SPSS. Hasil penelitian menunjukkan bahwa content marketing, influencer, e-WOM, dan reputasi merek secara parsial berpengaruh positif dan signifikan terhadap minat beli ulang. Secara simultan, keempat variabel tersebut juga berpengaruh signifikan terhadap minat beli ulang dengan nilai F sebesar 82,764 dan signifikansi <0,001. Nilai R sebesar 0,886 menunjukkan hubungan yang sangat kuat, sedangkan Adjusted RSquare sebesar 0,775 menunjukkan bahwa 77,5% variasi minat beli ulang dapat dijelaskan oleh model penelitian. Temuan ini menegaskan pentingnya integrasi strategi pemasaran digital dan penguatan reputasi merek dalam mempertahankan konsumen serta mendorong pembelian ulang.
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