BRAND IMAGE MEDIATES THE INFLUENCE OF SOCIAL MEDIA MARKETING ON REPURCHASE INTENTIONS

Abstract

The purpose of this study is to examine how Scarlett's social media marketing campaigns affect the repurchase intention of Generation Z customers by way of brand image. The theoretical underpinning of this research is Consumer Behavior Theory. A total of 140 individuals were involved in the research, and the sample selection approach utilized non-probability sampling with purposive sampling techniques. Analysis methods such path analysis, classical assumption tests, the Sobel test, and the VAF test are utilized. Research conducted in Denpasar City found that consumers' propensity to repurchase Scarlett products was positively and significantly affected by social media marketing. Additionally, Scarlett product consumers in Denpasar City have a favorable and substantial impression of the brand as a result of social media marketing. Among Scarlett product users in Denpasar City, brand image also has a positive and strong influence on repurchase intention. In particular, among Scarlett product buyers in Denpasar City, brand image mediates the relationship between social media marketing and the propensity to repurchase. By investigating how social media marketing for Scarlett products affects consumers' repurchase intention, with brand image mediating to some degree, this study adds to the body of knowledge in the field of consumer behavior theory. In order to increase the likelihood that Scarlett product buyers will repurchase, the study's practical implications offer insightful recommendations to Scarlett management.

Keywords

• social media
• marketing
• brand image
• repurchase intention