Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2022)

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The Influence of Social Media Marketing Activities on Repurchase Intention Through Brand Loyalty at Bebek Sawah Restaurant Customers

Authors
Devrizaldy Devrizaldy1, *, Abror Abror1
1Universitas Negeri Padang, Padang, Indonesia
*Corresponding author. Email: rajomoledevrizaldy@gmail.com
Corresponding Author
Devrizaldy Devrizaldy
Available Online 16 September 2025.
DOI
10.2991/978-94-6463-839-4_107How to use a DOI?
Keywords
Social Media Marketing Activities; Repurchase Intention; Brand Loyalty
Abstract

This study aims to see the effect of social media marketing activities on repurchase intentions through brand loyalty. By distributing 150 questionnaires to customers of Bebek Sawah Resto in Padang City. Processing using the smart PLS SEM program version 3. Entertainment (ENT), Customization (CUSTM) and E-WOM (EWO) as exogenous variables, brand loyalty (BL) as a dependent variable and repurchase intention (RI) as an endogenous variable. The result of this research shows that: 1. Entertainment has appositive effect on Repurchase Intention though Brand Loyalty; 2. E-WOM has a positive effect on Repurchase Intention though Brand Loyalty; 3. Customization has no effect on Repurchase Intention though Brand Loyalty; 4. Brand Loyalty has a positive effect on Reprchase Intention.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
16 September 2025
ISBN
978-94-6463-839-4
ISSN
2352-5428
DOI
10.2991/978-94-6463-839-4_107How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Devrizaldy Devrizaldy
AU  - Abror Abror
PY  - 2025
DA  - 2025/09/16
TI  - The Influence of Social Media Marketing Activities on Repurchase Intention Through Brand Loyalty at Bebek Sawah Restaurant Customers
BT  - Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2022)
PB  - Atlantis Press
SP  - 1318
EP  - 1338
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-839-4_107
DO  - 10.2991/978-94-6463-839-4_107
ID  - Devrizaldy2025
ER  -