10. JRP VOL.3 NO.1 MARET 2024 PENGARUH KUALITAS PRODUK, BRAND IMAGE, DAN SOCIAL MEDIA MARKETING TERHADAP MINAT BELI ULANG PRODUK SCARLETT WHITENING PADA PENGGUNA INSTAGRAM DI KOTA MATARAM

The Influence of Product Quality, Brand Image, and Social Media Marketing on Repurchase Intention for Scarlett Whitening Products among Instagram Users in the City of Mataram.

Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk pada minat beli ulang item Scarlett Whitening, dampak brand image pada minat beli ulang item Scarlett Brightening, dampak promosi hiburan virtual pada harapan pembelian kembali item Scarlett Whitening. Populasi penelitian ini adalah konsumen yang pernah membeli serta menggunakan produk Scarlett Whitening minimal 1(satu) kali dan aktif menggunakan media sosial instagram di Kota Mataram. Metode pengumpulan data menggunakan metode sampel survei. Teknik pengumpulan data menggunakan angket dan survei online dengan alat pengumpulan data yaitu kuesioner. Selain itu, penelitian ini menggunakan sampel sebanyak 100 orang responden dengan metode pengambilan sampel yaitu metode simple random sampling. Jenis penelitian ini adalah penelitian asosiatif dengan  menggunakan pendekatan kuantitatif. Pengolahan data pada penelitian ini menggunakan SPSS for Windows dengan melakukan uji validitas, uji reabilitas, uji asumsi klasik, uji analisis regresi linier berganda, uji t, uji f, uji koefisien determinasi (R2). Hasil dari penelitian ini menunjukkan bahwa kualitas barang (X1) berpengaruh terhadap minat beli ulang (Y), brand image (X2) berpengaruh signifikan terhadap minat beli ulang (Y), social media marketing (X3) berpengaruh signifikan terhadap minat beli ulang (Y). Berdasarkan hasil penelitian ini maka disarankan Scarlett Whitening tetap mempertahankan kualitas produk dan brand image agar tidak menurunkan minat beli ulang serta tetap melakukan pengembangan dalam social media marketing untuk terus menarik minat pembeli untuk membeli kembali. ABSTRACT This study aims to determine the effect of product quality on the intent to rebuying Scarlett Whitening products, the influence of brand image on the intent to rebuying Scarlett Whitening products, the influence of social media marketing on the intent to rebuying Scarlett Whitening products. The population of this study is consumers who have bought and used Scarlett Whitening products at least 1 (one) time and actively use Instagram social media in Mataram City. The data collection method uses the survey sample method. Data collection techniques use questionnaires and online surveys with data collection tools, namely questionnaires. In addition, this study used a sample of 100 respondents with a sampling method, namely the simple random sampling method. This type of research is associative research using a quantitative approach. Data processing in this study uses SPSS for Windows by performing validity tests, reliability tests, classical assumption tests, multiple linear regression analysis tests, t tests, f tests, coefficient of determination (R2) tests. The results of this study show that product quality (X1) has a positive and significant effect on repurchase interest (Y), brand image (X2) has a positive and significant effect on repurchase interest (Y), social media marketing (X3) has a positive and significant effect on repurchase interest (Y). Based on the results of this study, it is recommended that Scarlett Whitening still maintain product quality and brand image so as not to reduce repurchase intention and continue to develop in social media marketing to continue to attract consumer repurchase intention.