PENGARUH IKLAN SOSIAL MEDIA INSTAGRAM TERHADAP MINAT BELI ULANG PADA MARKETPLACE TOKOPEDIA DI KOTA BANDUNG

Abstract

This study aims to determine the relationship between promotion and repurchase intention. Tokopedia is a large e-commerce in Indonesia. In 2017-2021, Tokopedia occupied the first position in the top brands before in 2022, Shopee succeeded in shifting Tokopedia's position as the top e-commerce brand in Indonesia. The thing that influenced Tokopedia's shift was due to the promotion of social media content that was less attractive. In this study, the authors used several theories to solve the problem, namely the promotion mix theory and also the theory of consumer behavior as a liaison and then the theory of repurchase intention. The author uses several theories according to experts so that it is easier for the writer to conduct research. The method used in this research is a quantitative method with a descriptive approach. The author uses a questionnaire and a Likert scale as a measuring device and uses the SPSS application as a calculating tool to determine the results of completing the questionnaire. In this study, the authors hope that social media advertising variables will have a positive and significant effect on repurchase intention at the Tokopedia market place.