Pengaruh Social Media Marketing Dan Visual Merchandising Terhadap Impulsive Buying Serta Implikasinya Terhadap Repurchase Intention Pada E-Commerce Shopee
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Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing dan visual merchandising terhadap impulsive buying serta implikasinya terhadap repurchase intention pada e-commerce shopee. Jenis Penelitian yang digunakan adalah penelitian kuantitatif. Teknik pengambilan sampel yang digunakan adalah purposive sampling dengan jumlah sampel sebanyak 100 responden. Hasil penelitian menunjukkan bahwa social media marketing dan visual merchandising secara parsial dan simultan berpengaruh positif dan signifikan terhadap impulsive buying. Penelitian ini juga menunjukan bahwa social media marketing dan visual merchandising secara parsial dan simultan berpengaruh positif dan signifikan terhadap repurchase intention. Terdapat pengaruh yang signifikan antara impulsive buying terhadap Repurchase intention. Artinya bahwa semakin tinggi Impulsive Buying maka semakin tinggi pula Repurchase intention pada pelanggan e-commerce shopee. Hasil penelitian ini juga menunjukkan social media marketing dan visual merchandising dimediasi impulsive buying memiliki pengaruh positif dan signifikan terhadap repurchase intention. Artinya Impulsive Buying merupakan variabel yang memediasi hubungan antara social media marketing dan visual merchandising dengan repurchase intention. Semakin tinggi social media marketing dan semakin baik visual merchandising maka akan meningkatkan Impulsive Buying yang pada akhirnya akan meningkatkan repurchase intention pada e-commerce shopee.
Kata Kunci : social media marketing, visual merchandising, impulsive buying, repurchase intention.
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DOI: https://doi.org/10.37531/yum.v8i1.8389
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