The Impact Of Social Media Marketing Instagram OnRepurchase Intention In Loreal Consumers

Abstract

In this digital era, marketing of social media Instagram phenomenon is popular in Indonesia. Instagram is one of the social media that is widely used by the people in Indonesia. The use of social media is utilized by companies to develop their business and retain their customers (Yadaf 2017). One of the companies who takes the advantages of this opportunitiesis Loreal. Loreal is a professional beauty product from Paris. This study aims to determine how the influence of Social Media Marketing Instagram on Repurchase Intention in Loreal Consumers. In this study use quantitative research methods. Data was collected by means of questionnaires that distributed online. The sample in this study used a purposive sampling method with the number of respondents are 400. This study use multiple linear regression analysis technique by using software IBM SPSS. From the result of this study, conclude that Social Media Marketing that consist of Context, Communication, Collaboration and Connection have a significant influence of Repurchase Intention simultaneously. Key Words-Cosmetics, Repurchase Intention, Social Media Marketing