The Influence of Social Media and Brand Image on Repurchase Intention Mediated By Customer Satisfaction (An Empirical Study Of Consumers of Roman Brand Ceramic Tiles In Jakarta)

Abstract

The objective of this study is to investigate the impact of social media and brand image on repurchase intention, while also examining the role of customer satisfaction as a mediating variable among consumers of Roman ceramic tiles brand in Jakarta. The survey was done utilizing both online and offline approaches on a sample of 115 respondents who satisfied the criterion of being current or former consumers of Roman brand ceramic tiles in Jakarta. The study employs a quantitative methodology utilizing a structural equation model and is analyzed using the AMOS 24.  This study has certain limitations. Firstly, it is based on a survey done on consumers of Roman ceramic tiles in Jakarta. Secondly, the survey period was limited to one month. Lastly, the study only includes respondents who are residents of Jakarta.