Pengaruh Influencer Marketing, Content Marketing, Label Halal, Dan Product Bundling Terhadap Repurchase Intention Produk Somethinc (Studi pada Mahasiswa FEB Universitas Islam Malang)

Abstract

Abstract

The purpose of this study is to examine the effect of  influencer marketing, content marketing, halal label, and product bundling on repurchase intention focusing on students of the faculty of economis and bussines at University Islam Malang. This research employs an explanatory method with a quantitave approach. This study collected data from 90 responden through a questionnaire survey. The sample size was determined using Malhotra formula, while the respondents were selected based on purposive sampling technique. Data analyze was conducted using validity and reliability testing, classical assumption testing, multiple linier regresion analysis, hipotesis testing ( t-test and f-test) and the coefficient of determination (Adjusted R) the result indicate that : 1. Influencer marketing, content marketing, halal label, and product bundling positively and significantly affect the dependent variabel, 2. Influencer marketing positively and significantly affect the dependent variabel, 3. Content marketing positively and significant affect the dependent variabel, 3. Halal label possitively and significant affect the dependent ariabel, 4. Product bundling positively and significant affect the dependent variabel.

Keywords: Influencer Marketing, Content Marketing, Halal Label, Product Bundling, Repurchase Intention