Pengaruh Social Media Marketing Pada Social Media TikTok Terhadap Minat Beli Ulang Yang Dimediasi Oleh Brand Image Produk Skincare Somethinc Di Kota Bandung

Abstract

The purpose of this study was to examine the effect of social media marketing on social media TikTok on Repurchase Interest as mediated by the Brand Image of Somehinc Skincare Products in Bandung City. The instrument used in this research was declared to have passed the internal validity test (content and construct), external validity test, and semantic test (indication test, causality test and logic test of the relationship between indicators and hypothesized variables) as well as the reliability test. This instrument was used as a data collection tool from respondents, namely people in the city of Bandung, both men and women with an age range of 18-34 years, totaling 90 people who are social media users, especially TikTok, who have used Somethinc products. The data collection technique used is cross-sectional or one shot study. The data analysis techniques used are simple linear regression, multiple linear regression, and Sobel test using SPSS version 25 tools. Of the 4 proposed research hypotheses, three of them are supported by empirical data. The findings of this research indicate that brand image mediates the influence of social media marketing on repurchase intention. The use of other concepts that can mediate the influence of social media marketing on repurchase interest can be proposed by further researchers. The results of this study are also expected to be useful for managers of the objects being assessed and similar skincare industries regarding strategic planning relevant to improving the quality of these attributes.