PENGARUH ELECTRONIC WORD OF MOUTH DAN SOCIAL MEDIA MARKETING INSTAGRAM TERHADAP REPURCHASE INTENTION DALAM MENGGUNAKAN PELAYANAN MEDICAL CHECKUP PT. QUICKTEST LABORATORIUM INDONESIA

Sri Hastuti, Yuni (2025) PENGARUH ELECTRONIC WORD OF MOUTH DAN SOCIAL MEDIA MARKETING INSTAGRAM TERHADAP REPURCHASE INTENTION DALAM MENGGUNAKAN PELAYANAN MEDICAL CHECKUP PT. QUICKTEST LABORATORIUM INDONESIA. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

Significant changes from the industrial era 3.0 to 4.0 have brought new challenges, requiring entrepreneurs to not only focus on product development, but also creative marketing strategies and in accordance with technological trends and people's lifestyles. The purpose of this study was to determine the effect of Electronic Word of Mouth and Social Media Marketing Instagram on repuchase Intention in using PT. Quicktest Laboratorium Indonesia's medical checkup service. This study uses a quantitative descriptive method using primary data in the form of a questionnaire. The data analysis method used in this research is binary logistic regression analysis by testing the binary logistic regression test, model feasibility test, coefficient of determination and hypothesis testing. The results showed that the EWOM variable had a significant effect on repuchase intention while SMM had no effect on consumer repurchase intention in using PT. Quicktest Laboratorium Indonesia's medical checkup service. Keywords: Electronic Word of Mouth, Social Media Marketing Instagram Repurchase Intention, Binary Logistic Regression

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Electronic Word of Mouth, Social Media Marketing Instagram Repurchase Intention, Binary Logistic Regression
Subjects:	Marketing > Branding (Marketing) Management > Corporate Strategy Communication Science > Social Media Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Manajemen
Depositing User:	Yuni Sri Hastuti
Date Deposited:	09 Sep 2025 08:12
Last Modified:	09 Sep 2025 08:12
URI:	https://repository.bakrie.ac.id/id/eprint/12202

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