Abstract: This research aims to analyze variables that can influence Repurchase Intention, namely Instagram social media marketing, electronic word of mouth, advertising effectiveness and brand awareness. The research design for the population in this study is ShopeeFood consumers in the Special Region of Yogyakarta. The type of data used is primary data obtained through a questionnaire, with a five Likert scale measurement scale. The sampling technique uses Non-Probability sampling with a purposive sampling method. The total research sample was 200 respondents. Data analysis and hypothesis testing using Structural Equation Modeling with AMOS 24.0. The research results.....
Keywords: Instagram social media marketing, electronic word of mouth, advertising effectiveness, brand awareness, repurchase intention
[1].
Aileen, E., Gaberamos, O., Bernarto, I., & Pasaribu, H. (2021). Enrichment: Journal Of Management Is Licensed Under A Creative Commons Attribution-Noncommercial 4.0 International License (Cc By-Nc 4.0) Enrichment: Journal Of Management The Effect Of Social Media Marketing, Word Of Mouth, And Effectiveness Of Advertisi. Enrichment: Journal Of Management, 12(1), 426–441.
[2]. Aulia, D. D. (2022). Research: Food Delivery Service Trend Increases, Gofood Becomes Number 1. Detikfood. Research: Food Delivery Service Trends Increase, Gofood Becomes Number 1, Read Detikfood Article, %22research: Food Delivery Service Trends Increase, Gofood Becomes Number 1%22 In Full Https://Food.Detik.Com/Berita-Boga /D-6130873/Research-Trends-Services.
[3].
Barker, M. S., Barker, D. I., Bormann, N. F., Roberts, M. L., & Zahay, D. (2017). Social Media Marketing : A Strategic Approach, Second Edition (Second, Vol. 58, Issue 10). Cengage Learning. Https://Www.Unodc.Org/Southasia/En/Topics/ Frontpage/ 2009 /Trafficking-In-Persons-And-Smuggling-Of-Migrants.Html
[4]. Ghozali, I. (2017). Structural Equation Modeling Concepts And Applications With The Amos 24 Program (7th Edition).
[5].
Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). E-Wom Scale: Word-Of-Mouth Measurement Scale For E-Services Context. Canadian Journal Of Administrative Sciences / Revue Canadienne Des Sciences De L Administration