PERAN BRAND IMAGE MEMEDIASI PENGARUH SOCIAL MEDIA MARKETING TERHADAP REPURCHASE INTENTION DI MEUDENG PANGUS - Chandrika Dewi, Anak Agung Istri Agung; Sukawati, Tjokorda Gde Raka (E-Jurnal Manajemen, 2025)
Kemajuan teknologi dan internet telah mendorong perubahan besar dalam strategi pemasaran, terutama melalui media sosial. Meudeng Pangus, toko yang menjual busana adat Bali, menghadapi tantangan dalam meningkatkan penjualan online meskipun telah memanfaatkan platform seperti Instagram dan TikTok. Penjualan online di Meudeng Pangus mengalami fluktuasi yang cenderung menurun. Penelitian ini bertujuan untuk menganalisis peran brand image memediasi pengaruh social media marketing terhadap repurchase intention pada konsumen toko online Meudeng Pangus di Kota Denpasar. Metode yang digunakan non - probability sampling dengan teknik purposive sampling . Pengumpulan data dilakukan dengan metode survei melalui penyebaran kuesioner dengan responden sebanyak 120 responden. Teknik analisis yang digunakan adalah analisis jalur ( path analysis ), kemudian dilakukan uji sobel, dan uji VAF ( Variance Accounted For ). Hasil analisis menunjukkan bahwa social media marketing berpengaruh positif dan signifikan terhadap repurchase intention dan brand image , brand image berpengaruh positif dan signifikan terhadap repurchase intention , dan brand image mampu memediasi pengaruh social media marketing terhadap repurchase intention . Implikasi praktis dari penelitian ini memberikan acuan bagi manajemen Meudeng Pangus dalam memasarkan produknya dengan pemanfaatan social media marketing dan brand image sehingga meningkatkan repurchase intention pada toko online Meudeng Pangus.   The advancement technology and internet has driven significant changes in marketing strategies, especially through social media. Meudeng Pangus, store that sells Balinese traditional clothing, faces challenges increasing online sales despite leveraging platforms as Instagram and TikTok. Online sales at Meudeng Pangus have fluctuated which tends to decrease. This research to analyze role of brand image in mediating the influence of social media marketing on repurchase intention consumers of the Meudeng Pangus online store in Denpasar City. Method used non-probability sampling with purposive sampling technique. Data collection was carried out by survey method through distribution questionnaires with 120 respondents. The analysis technique used path analysis, then sobel test, and VAF test. The results of analysis showed that social media marketing had a positive and significant effect on repurchase intention and also on brand image, brand image had a positive and significant effect on repurchase intention, and brand image was able to mediate the influence of social media marketing on repurchase intention. The practical implications of this research provide reference for Meudeng Pangus management marketing their products with use of social media marketing and brand image to increase repurchase intention in Meudeng Pangus online store.