Analysis of Instagram Digital Marketing and Product Quality, on Repurchase Intention in Tenpura Jakarta
DOI:
https://doi.org/10.46799/adv.v4i11.737Keywords:
Digital Marketing, Product Quality, Repurchase Intention, Restaurant, Tenpura JakartaAbstract
This study aimed to examine the effects of Instagram digital marketing and product quality on customers' repurchase intention at Tenpura Jakarta, a restaurant located in Blok M, South Jakarta. A quantitative research design with an associative approach was employed. Data were collected through questionnaires administered to 100 respondents selected using purposive sampling. The data were analyzed using validity and reliability tests, classical assumption tests, and multiple linear regression analysis with IBM SPSS Statistics. The results revealed that digital marketing had a positive and statistically significant relationship with repurchase intention, with a reported correlation coefficient (r) of 0.420 and a significance level of p < 0.001. Conversely, product quality was not significantly associated with repurchase intention (r = ?0.019, p = 0.849). The overall regression model was statistically significant (F = 10.492), with a coefficient of determination (R²) of 0.178, indicating that digital marketing and product quality collectively explained 17.8% of the variance in repurchase intention. These findings suggest that Instagram digital marketing was more strongly associated with customers' repurchase intention than product quality in the context of Tenpura Jakarta. The study highlights the importance of optimizing Instagram digital marketing strategies and recommends examining additional factors, such as brand image and customer experience, to better understand and potentially enhance customers' repurchase intention.
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