Pengaruh Harga, Social Media Marketing, Celebrity Endorser dan Online Customer Review Terhadap Minat Beli Ulang Roti Gembong Gamon (Studi Empiris Pada Konsumen Roti Gembong Gamon Madiun)

Pramesti, Lintang (2025) Pengaruh Harga, Social Media Marketing, Celebrity Endorser dan Online Customer Review Terhadap Minat Beli Ulang Roti Gembong Gamon (Studi Empiris Pada Konsumen Roti Gembong Gamon Madiun). S1 thesis, Universitas PGRI Madiun.

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Abstract

The aim of this study was to analyze the influence of price, social media marketing, celebrity endorsers, and online customer reviews towards repurchase intention of Roti Gembong Gamon Madiun. The population used in this study was consumers who had purchased Roti Gembong Gamon at least twice. The number of respondents was 384, using the Lemeshow formula due to the unknown number of Roti Gembong Gamon consumers in Madiun. The research method used was quantitative. The sampling technique used in this study was purposive sampling. Data collection was carried out through a questionnaire distributed online via Google Forms. Data analysis was performed using SPSS version 21 software. The results of this study indicate that price does not significantly influence repurchase intention of Roti Gembong Gamon Madiun. Social media marketing has a positive and significant effect towards repurchase intention of Roti Gembong Gamon Madiun. Celebrity endorsement has a positive and significant effect towards repurchase intention for Roti Gembong Gamon Madiun. Online customer reviews have a positive and significant effect towards repurchase intention for Roti Gembong Gamon Madiun.

Item Type: Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci: Price; Social Media Marketing; Celebrity Endorser; Online Customer Review; Repurchase Intention.
Subjects: A Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: LINTANG PRAMESTI LINTANG
Date Deposited: 20 Oct 2025 06:35
Last Modified: 20 Oct 2025 06:35
URI: http://eprint.unipma.ac.id/id/eprint/5581

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