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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) · pp. 191–202

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

Abstract

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.

Keywords

Collaboration network of the authors

40 authors · 110 co-authorship links · showing the 40 most connected

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Universitas Halu Oleo
  • Hasanuddin University
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Tona Aurora LubisAffiliation unknown9
Johannes JohannesAffiliation unknown5
Musnaini MusnainiAffiliation unknown5
Sry RositaAffiliation unknown3
Ade Perdana SiregarAffiliation unknown3
Erida EridaAffiliation unknown3
Garry Yuesa RosyidAffiliation unknown2
Agus SolikhinAffiliation unknown2
Anggia Agustini SaputriAffiliation unknown2
Hanan Laras SabrinaAffiliation unknown2
Yenny YuniartiAffiliation unknown2
Novita SariAffiliation unknown2
Ade OctaviaAffiliation unknown2
Andang FazriAffiliation unknown1
Ratih KusumastutiAffiliation unknown1
Husni HasbullahAffiliation unknown1
Dian Mala Fithriani AiraAffiliation unknown1
Yayuk SriayudhaAffiliation unknown1
Jamal JamalUniversitas Halu Oleo1
Garry Yuasa RosyidAffiliation unknown1
RAJA SARAH FATRICIAAffiliation unknown1
Nabila Aufa NadyaAffiliation unknown1
WAWAN NOVIANTOAffiliation unknown1
Sri RahayuHasanuddin University1
Amri AmirAffiliation unknown1
RIKA LIDYAHAffiliation unknown1
YULHASMIDA YULHASMIDAAffiliation unknown1
Dwi KurniawanAffiliation unknown1
Feny TialonawarmiAffiliation unknown1
Dara SoniaAffiliation unknown1
Lilis SuryaniAffiliation unknown1
Lidya Pusparina SiraitAffiliation unknown1
Shelli SafitriAffiliation unknown1
Yenni YuniartiAffiliation unknown1
Zulfina AdrianiAffiliation unknown1
Muhammad NopbrimaAffiliation unknown1
Feyza Muhammad IkhsanAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/jbsmr/oai, first harvested 6 Nov 2026, last seen 8 Nov 2026.
Original metadata (oai_dc) 
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	<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>