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THE EFFECT OF VIRAL MARKETING AND SOCIAL MEDIA INSTAGRAM ON REPURCHASE INTEREST THROUGH CONSUMER TRUST AS AN INTERVENING VARIABLE

Journal of Business Studies and Management Review · Vol. 5 No. 2 (2022) · hlm. 191–202

DOI
10.22437/jbsmr.v5i2.18958
ISSN
2597-6265, 2597-369X
Terbit
2022-06-30
Penerbit
Management Department, Faculty of Economics and Business, Universitas Jambi
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

The purpose of this research is to determine the effect of; viral marketing on customer trust; viral marketing on consumer repurchase intention; customer trust on consumer repurchase intention; viral marketing on consumer repurchase intention through customer trust as an intervening variable. This study uses a quantitative descriptive method with a purposive sampling method of 200 respondents. This research data collection uses an online method to distribute questionnaires to respondents. This research data analysis method uses SmartPLS 3.0. The results from this study indicate that the viral marketing variable has a significant positive effect on consumer trust in Cake by Nadia consumers. The viral marketing variable has a significant positive effect on consumer repurchase intention in Cake by Nadia. The consumer trust variable has a significant positive effect on consumer repurchase intention in Cake by Nadia Consumers. Then, the viral marketing variable has a significant positive effect on consumer repurchase intention through consumer trust as an intervening variable on Cake by Nadia consumers.

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  • Universitas Halu Oleo
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Sumber metadata: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/jbsmr/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
<oai_dc:dc xmlns="http://www.openarchives.org/OAI/2.0/" xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:oai_dc="http://www.openarchives.org/OAI/2.0/oai_dc/" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/  http://www.openarchives.org/OAI/2.0/oai_dc.xsd">
	<dc:title xml:lang="en">THE EFFECT OF VIRAL MARKETING AND SOCIAL MEDIA INSTAGRAM ON REPURCHASE INTEREST THROUGH CONSUMER TRUST AS AN INTERVENING VARIABLE</dc:title>
	<dc:creator xml:lang="en">Riel, Alya Ananda</dc:creator>
	<dc:creator xml:lang="en">Yacob, Syahmardi</dc:creator>
	<dc:creator xml:lang="en">Nifita, Ade Titi</dc:creator>
	<dc:subject xml:lang="en">Virak Marketing</dc:subject>
	<dc:subject xml:lang="en">Instagram</dc:subject>
	<dc:subject xml:lang="en">Consumer repurchase intention</dc:subject>
	<dc:subject xml:lang="en">Customer trust</dc:subject>
	<dc:description xml:lang="en">The purpose of this research is to determine the effect of; viral marketing on customer trust; viral marketing on consumer repurchase intention; customer trust on consumer repurchase intention; viral marketing on consumer repurchase intention through customer trust as an intervening variable. This study uses a quantitative descriptive method with a purposive sampling method of 200 respondents. This research data collection uses an online method to distribute questionnaires to respondents. This research data analysis method uses SmartPLS 3.0. The results from this study indicate that the viral marketing variable has a significant positive effect on consumer trust in Cake by Nadia consumers. The viral marketing variable has a significant positive effect on consumer repurchase intention in Cake by Nadia. The consumer trust variable has a significant positive effect on consumer repurchase intention in Cake by Nadia Consumers. Then, the viral marketing variable has a significant positive effect on consumer repurchase intention through consumer trust as an intervening variable on Cake by Nadia consumers.</dc:description>
	<dc:publisher xml:lang="en">Management Department, Faculty of Economics and Business, Universitas Jambi</dc:publisher>
	<dc:date>2022-06-30</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/jbsmr/article/view/18958</dc:identifier>
	<dc:identifier>10.22437/jbsmr.v5i2.18958</dc:identifier>
	<dc:source xml:lang="en">Journal of Business Studies and Management Review; Vol. 5 No. 2 (2022): JBSMR, Vol. 5 No.2, June 2022; 191-202</dc:source>
	<dc:source>2597-6265</dc:source>
	<dc:source>2597-369X</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/jbsmr/article/view/18958/13702</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2022 Alya Ananda Riel, Syahmardi Yacob, Ade Titi Nifita</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>