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Pengaruh Social Media Marketing Activities terhadap Repurchase Intention melalui Brand Image dan Brand Trust: Health Consciousness sebagai Variabel Moderasi : Survei terhadap pelanggan PT. Lean Lab Indonesia melalui Platform TikTok Shop

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RINGKASAN

Winalda Adelia, 2025. Program Magister Administrasi Bisnis. Universitas
Brawijaya. “Pengaruh Social Media Marketing Activities terhadap Repurchase
Intention melalui Brand Image dan Brand Trust: Health Consciousness sebagai
Variabel Moderasi (Survei terhadap pelanggan PT. Lean Lab Indonesia melalui
Platform TikTok Shop)”. Dosen Pembimbing Utama: Dr. Drs. Wilopo, M.AB.
Anggota: Inggang Perwangsa Nuralam, SE., MBA., Ph.D.

Penelitian ini dilatarbelakangi oleh fenomena meningkatnya penggunaan media sosial sebagai sarana pemasaran digital,
terutama melalui platform TikTok Shop. PT. Lean Lab Indonesia merupakan perusahaan
makanan sehat lokal yang menggunakan TikTok Shop sebagai saluran utama pemasaran
produk selai bubuk kacang. Meskipun telah aktif melakukan berbagai aktivitas pemasaran
melalui media sosial, data penjualan menunjukkan fluktuasi sepanjang tahun 2024. Hal
ini menunjukkan perlunya evaluasi terhadap efektivitas strategi pemasaran yang
dilakukan, terutama dalam mendorong keputusan pembelian ulang (repurchase
intention).

Kebaruan dari penelitian ini terletak pada eksplorasi peran health consciousness
sebagai variabel moderasi dalam hubungan antara brand trust dan repurchase intention,
serta pemanfaatan TikTok Shop sebagai konteks pemasaran merek lokal yang masih
berkembang. Penelitian ini juga mengkaji peran mediasi dari brand image dan brand trust
dalam hubungan antara Social Media Marketing Activities (SMMA) dan repurchase
intention.

Penelitian ini menggunakan metode kuantitatif deskriptif dengan pendekatan
explanatory research untuk menganalisis pengaruh SMMA, brand image, brand trust,
dan health consciousness terhadap repurchase intention. Data dikumpulkan dari 228
responden melalui metode purposive sampling, dengan kriteria konsumen yang pernah
membeli produk Lean Lab melalui TikTok Shop. Teknik analisis yang digunakan adalah
Partial Least Squares - Structural Equation Modeling (PLS-SEM).

Hasil penelitian menunjukkan bahwa SMMA berpengaruh signifikan terhadap
brand image, brand trust, dan repurchase intention. Brand image dan brand trust juga
terbukti memediasi hubungan antara SMMA dan repurchase intention. Selain itu, health
consciousness berperan sebagai variabel moderasi yang memperkuat hubungan antara
brand trust dan repurchase intention. Hasil ini mendukung temuan pada beberapa studi
sebelumnya yang menunjukkan pentingnya kesadaran kesehatan dalam perilaku
pembelian produk makanan sehat.

Kata Kunci: Social Media Marketing Activities, Brand Image, Brand Trust, Repurchase
Intention, Health Consciousness.

SUMMARY

Winalda Adelia, 2025. Master of Business Administration Program. Universitas
Brawijaya. “The Influence of Social Media Marketing Activities on Repurchase
Intention through Brand Image and Brand Trust: The Moderating Role of Health
Consciousness (A Survey on Customers of PT. Lean Lab Indonesia via TikTok Shop)”.
Main Advisor: Dr. Drs. Wilopo, M.AB. Co-Advisor: Inggang Perwangsa Nuralam, SE.,
MBA., Ph.D.

This research is motivated by the growing phenomenon of social media
usage in digital marketing, particularly through TikTok Shop. PT. Lean Lab Indonesia, a
local health food company, utilizes TikTok Shop as its main marketing channel for its
peanut butter powder product. Despite actively engaging in social media marketing
activities, the company's 2024 sales data show fluctuating trends, indicating the need to
evaluate the effectiveness of its marketing strategies in driving repurchase intention.
The novelty of this research lies in exploring health consciousness as a moderating
variable in the relationship between brand trust and repurchase intention, as well as
examining TikTok Shop as a marketing platform for an emerging local brand. This study
also investigates the mediating role of brand image and brand trust in the relationship
between Social Media Marketing Activities (SMMA) and repurchase intention.
This research uses a descriptive quantitative method with an explanatory research
approach to analyze the influence of SMMA, brand image, brand trust, and health
consciousness on repurchase intention. Data were collected from 228 respondents using
purposive sampling, with the criteria of having purchased Lean Lab products through
TikTok Shop. The data were analyzed using Partial Least Squares - Structural Equation
Modeling (PLS-SEM).

The results indicate that SMMA significantly influences brand image, brand trust,
and repurchase intention. Furthermore, brand image and brand trust mediate the
relationship between SMMA and repurchase intention. Health consciousness also
moderates the relationship between brand trust and repurchase intention, strengthening
the effect for health-conscious consumers. These findings align with previous research
emphasizing the importance of health awareness in purchasing behavior for health
oriented food products.

Keywords: Social Media Marketing Activities, Brand Image, Brand Trust, Repurchase
Intention, Health Consciousness.

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Ketersediaan

2025153

TES 658,87 ADE p 2025 K1

Fadel Muhammad Resource Center (Ilmu Terapan dan Teknologi)

Tersedia namun tidak untuk dipinjamkan - No Loan

Informasi Detail

Judul Seri

-

No. Panggil

TES 658,87 ADE p 2025 K1

Penerbit

Malang : Program Magister Ilmu Administrasi Bisnis Fakultas Ilmu Administrasi Universitas Brawijaya Malang., 2025

Deskripsi Fisik

xxiii, 305 Halaman ; Ilus : 29,5 cm

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

658,87

Tipe Isi

text

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subjek

Brand Image
Brand Trust
Tesis / Thesis
Social Media Marketing Activities
Repurchase Intention
Health Consciousness

Info Detail Spesifik

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Pernyataan Tanggungjawab

Winalda Adelia

Versi lain/terkait

Lampiran Berkas

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