1 PB
1 PB
1 PB
email: [email protected]
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& Kim, 2011; Hennig-Thurau et al., 2004; (2017), Arif (2019), and (Prahiawan et al., 2021)
Suryani et al., 2021). EWOM has a positive explains that eWOM on social networking has
influence on consumers' evaluation of services been identified as a predictor of customer
and goods (Schulze et al., 2015), which helps repurchase intention. Based on the result of
attract consumers to invest more cognitive previous studies, the second hypothesis can be
effort in reading E-WOM (Kudeshia & Kumar, declared:
2017). The sharing and creation of E-WOM
H2: Social media marketing affects repurchase
among consumers build a sense of closeness
intention.
and emotional connection between brands and
their consumers (Brodie et al., 2013; Chae et al., Customer Brand Engagement and
2015), engendering positive feelings among Repurchase Intention
consumers which is useful in strengthening Customer brand engagement (CBE) is defined
consumers' relationship with the brand (de as a motivation state occurring when people
Vries et al., 2012). A study by Farook and experience a product or service (Calder et al.,
Abeysekara (2016) demonstrated that social 2016), the psychological process of consumers
media marketing exerts a significant influence becoming more loyal to a brand is characterized
on customer online engagement. by increasing levels of commitment and trust,
Based on several studies, the more intensive resulting in repeat purchases (Febrian &
social media marketing, the higher the level of Ahluwalia, 2021). Repurchase intention is a
involvement or bond between consumers and positive assessment of previous purchase
the brand in question. This argument provides activities so that an intention arises to be willing
the first hypothesis: to repurchase (Hellier et al., 2003). Repurchase
intention occurs at the cognitive, affective,
H1: Social media marketing affects customer brand conative, or behavioral intention, and action
engagement. or actual behavior levels (Amoako et al., 2021).
Social Media Marketing and Repurchase The consumer's past consumption experience
Intention and the perceived value of the product are the
fundamental reasons for the consumer's
Social media marketing is a very essential factor
repurchase intention (Wu et al., 2014).
to predict customer repurchase intention
Previous research has shown that CBE have a
(Khoirunnisa & Astini, 2021; Subawa et al.,
positive effect on brand loyalty outcomes,
2020). Previous research has shown that
including repurchase intentions (Cheung,
different perceptions of the characteristics of E-
Pires, Rosenberger, & De Oliveira, 2020;
WOM can determine consumer attitudes and
Hollebeek et al., 2016), and its positive effect on
consumer behavior towards online stores
enterprises performance (Musa et al., 2016). So
(Zhang et al., 2011). Other research results also
the third research hypothesis proposed:
provide a statement that there is a positive
relationship between social media marketing H3: Customer brand engagement affects repurchase
on customer behavior such as purchase intention.
intention and re-purchase (Alalwan, 2018;
Many factors affect the online repurchase
Duffett, 2015; Erlangga et al., 2021; Nasidi et
intention including service-information
al., 2021). A study by Kudeshia and Kumar quality, satisfaction, trust, and word-of-mouth
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(Nguyen et al., 2021; Phuong & Dai Trang, The Method, data, and analysis
2018). Dash et al. (2021) also suggest the need
to use elements of social media such as word-of- The study was designed a quantitative with
mouth to increase consumer engagement. The survey method. The population in this research
relationship between social media marketing was conducted on consumers of online Muslim
and repurchase intention has been carried out fashion products in Central Java. The sampling
and found that social media marketing such as technique used is convenience sampling with
Instagram has been shown to have a positive selected 100 respondents. The descriptive of
influence on consumers' purchase intentions respondents in Table 1 show that dominantly a
(Hardiyanto et al., 2020). The previous study female (82%), aged between 21-25 years old
states social media marketing activities have a (62%), and educational background in senior
positive influence on customer relationships, high school (77%).
brand equity, and repurchase intentions in e- Table 1.
commerce companies (Maskuroh et al., 2022). Profile of Respondents
However, Hutter et al. (2013) Abzari et al.
(2014), Ahmed and Zahid (2014), Nugraha et Demographic Characteristic F %
al. (2018), Ardiansyah and Sarwoko (2020), Sex Female 82 82.0
Angelyn and Kodrat (2021), and (Masuda et al.,
2022) in their research found indirect effect Male 18 18.0
social media on e-loyalty such as repurchase Age 15-20 year 28 28.0
intention. The statement of the four research 21-25 year 62 62.0
hypotheses can be declared: 25-30 year 10 10.0
H4: Social media marketing has a indirect influence Education Yunior High 2 2.0
on repurchase intention with the mediation of School
customer brand engagement. Senior High 77 77.0
School
Based on the arguments presented in the
hypothesis development, the research Bachelor 21 21.0
framework model of this research can be Degree
described in the following diagram (Figure 1).
There is 3 latent constructs in this study, name
Social Media Marketing
• Entertainment social media marketing (SMM), customer
• Interaction Repurchase brand engagement (CBE), and repurchase
• Trendiness Intention
intention (RI). Especially SMM, the variable is
• Customization
• E-WOM measured using a second-order confirmatory
factor analysis (Awang, 2012; Koufteros et al.,
2009) with five dimensions and each is
measured by tree indicators (Cheung, Pires, &
Customer Brand Rosenberger, 2020; Cheung, Pires,
Engagement
Rosenberger, Leung, et al., 2020; Ganawati &
Figure 1- Research Framework Sumardi, 2021). The CBE questionnaire was
adopted from a previous study with three
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indicators (Brodie et al., 2013; Febrian & 2022). Two-step used in SEM-PLS, namely the
Ahluwalia, 2021; Hollebeek, 2011), and the RI measurement model and structural model
measurement is carried out with three assessment In the measurement model
indicators (Nguyen et al., 2021; Nurcholis & assessment, the outer loading of all indicators >
Miftaqulkismay, 2021). 0.7. The reliability test used the Cronbach
alpha > 60, the composite reliability (CR) > 0.7,
The data collectiong method is using a Google
and the average variance extracted (AVE) > 0.5,
questionnaire to get more efficient time. The
so it can be said that is reliable. The second step
research instrument was arranged in the closed
evaluates the overall model through R-Square
questions on a five-choice Likert scale, ranging
and t-value of direct and indirect effects (Hair
from 1 (strongly disagree), 2 (disagree), 3
Jr et al., 2021).
(neutral), 4 (agree), and 5 (strongly agree). The
questionnaire was distributed from July to
Result and Discussion
September 2021.
The data analysis technique used the partial A variety of advanced software is available for
least square structural equation model (PLS- use in PLS-SEM multivariate analysis. We
SEM) (Hair Jr et al., 2017). This is because the carried out the data analysis using SmartPLS
model analyzed uses several unobserved version 3.2.8. (Ringle et al., 2015).
variables, its can estimate models in large and Furthermore, the bootstrapping method was
complex systems and has relationships between chosen with resampling of a number of 5,000
variables that are considered important for and 5% two-tailed significance. Figure 2
theory and practice development (Scaliza et al., presents the graphic for calculating estimates
result.
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In the first step, we analyze the measurement with a loading factor value of > 0.50. Overall
model by examining convergent validity and the validity data of all items have met the
construct reliability. Table 2 shows the results recommended (Benitez et al., 2020).
of the first-order CFA. The loading factor value
Table 4 shows construct reliability results. The
for social media marketing items is 0.741 to
Cronbach's Alpha, _A, and Composite
0.907, customer brand engagement is 0.805 to
Reliability of all variables are higher than 0.70,
0.826, and repurchase intention is 0.743 to
and they meet the required threshold
0.888. All loading factor values above 0.7 so the
(Nunnally, 1994). Another, the value of
instrument can be declared valid (Hair Jr et al.,
Average Variance Extracted is higher than 0.50,
2021).
so it can be concluded that construct validity
Furthermore, the results of the second-order and reliability are adequate (Hair Jr et al., 2021).
CFA test in Table 3 show a satisfactory value
Table 2.
Results of the first-order CFA
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Table 3.
Second Order Confirmatory Factor Analysis
Table 4.
Reliability Model Assessment
The second step after assessing the R2 value of the repurchase intention variable
measurement model is the structural or full being 0.821. The R2 values are a large category,
model assessment. We evaluated this stage with which means the predictors in the model can
the quality of the R2 value, t-statistic value, and explain the variance in the construct (Chin,
probability value. The results are shown in 1998).
Table 5, with the R2 value of the customer
The final step in the PLS-SEM procedure is to
brand engagement variable being 0.786 and the
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test the hypothesis proposed through the t-test customization, and EWOM, proved to be
approach. The results in Table 5 show H1 effective in building consumer brand
accepted, that there is a positive effect between engagement. This is because when the social
social media marketing toward consumer brand media content of the fashion product is
engagement (=0.887, t-statistic=27.747>1.96, interesting, it can make consumers happy to
and p-values=0.000>0.05). The next result visit the social media of the fashion product.
indicates the second hypothesis is accepted, Furthermore, if consumers can easily provide
which means there is a positive influence of opinions through social media, supported by
social media marketing on repurchase up-to-date content presented on social media,
intention (=0.503, t-statistic=4.764>1.96, and consumers will feel happy. Consumers have felt
p-values=0.000>0.05). The third result shows a good service process can help them meet their
the support of H3, that consumer brand needs. In addition, the quantity of EWOM can
engagement has a positive influence on contain two that contain positive reviews that
repurchase intention (=0.430, t- can increase consumer engagement for these
statistic=4.225>1.96, and p- fashion products. Barger et al. (2016) state that
values=0.000>0.05). The final result confirms social media marketing can be used to leverage
the acceptance of H4, that there is an indirect consumer engagement into a highly profitable
effect between social media marketing on company. The findings are supporting some
repurchase intention with the mediation of previous studies by Farook and Abeysekara
consumer brand engagement (=0.381, t- (2016), Calder et al. (2016), Musa et al. (2016)
statistic=3.954>1.96, and p- Cheung, Pires, and Rosenberger (2020), and
values=0.000>0.05). Ganawati and Sumardi (2021).
Discussion Based on data analysis, social media marketing
have a positive and significant influence on
In organism-stimulus response (OSR) theory,
repurchase intention in direct and indirect
repurchase intention is an assessment of
effect. E-WOM which contains positive reviews
repurchasing, the desire to involve yourself in
as one of the elements of social media
the future with the service provider and its
marketing will encourage consumers to buy
activities. It is a form of consumer behavior by
back fashion products. In theory, Chen et al.
online buying goods or services repeatedly
(2011) state that social media facilitate
(Anshu et al., 2022; Constantinides, 2004). In
consumers to publicize their evaluation of
e-commerce, this intention is formed when the
purchase products and thus provide word-of-
consumer has a good experience with the
mouth communication. Online consumer
brand. In addition, the shopping satisfaction
reviews on Facebook, Instagram, and others are
factor from others is a driving force for
important information sources for the
consumers to visit again, seek information, and
consumers to explore the product or service.
become the first choice to buy products at
So, the result of this study is consistent with the
another time.
findings by Abzari et al. (2014), Ahmed and
The first results showed that hypothesis 1 was Zahid (2014), Duffett (2015), Kudeshia and
accepted, that social media marketing which Kumar (2017), Lim et al. (2017) Alalwan
was built from five elements, namely (2018), Ardiansyah and Sarwoko (2020), Hasan
entertainment, interaction, trendiness, and Sohail (2021), Erlangga et al. (2021), and
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