Pengaruh Iklan Sosial Media, Brand Ambassador dan Brand Image Terhadap Minat Beli Ulang Starbucks (Studi Kasus pada Konsumen Gen Z Starbucks di Kota Medan)

Abstract

Marketing strategies such as effective use of social media advertising, the presence of relevant brand ambassadors, and building a positive brand image can increase consumer repurchase interest in Starbucks. However, Starbucks itself still gets a lot of criticism and boycotts by consumers. This study aims to determine the effect of Social Media Advertising, Brand Ambassadors and Brand Image on Repurchase Interention in Starbucks for Gen Z consumers in Medan City. This research is associative research and the type of data used is quantitative data. The population in this study were Gen Z Starbucks consumers in Medan City, the number of which is unknown. The number of samples in this study amounted to 170 people who met the criteria. The data analysis technique uses multiple linear regression. The results of the study simultaneously Social Media Ads, Brand Ambassadors and Brand Image have a significant effect on Repurchase Intention in Starbucks for Gen Z consumers in Medan City. The results of the study partially Social Media Advertising has a positive and significant effect on Repurchase Intention in Starbucks for Gen Z consumers in Medan City. Brand Ambassador has a positive and significant effect on Repurchase Intention in Starbucks for Gen Z consumers in Medan City. Brand Image has a positive and significant effect on Repurchase Intention in Starbucks for Gen Z consumers in Medan City.