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Pengaruh Word Of Mouth, Kualitas Pelayanan, Dan Kualitas Konten Instagram Terhadap Keputusan Pembelian Ulang

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Objectives Methods Result/Findings : This study aims to determine the influence of Word of Mouth, Service Quality, and Instagram Content Quality on repurchase decisions of consumers at Kopi Nako in the Bogor area. : This research employed a quantitative approach with a survey method. The population consisted of consumers who had visited and made purchases at Kopi Nako in Bogor. The sampling technique used was non probability sampling with a purposive sampling method, involving 160 respondents. Data was collected through an online questionnaire and analyzed using Structural Equation Modeling (SEM) with the help of SmartPLS 4.0 software. : The results show that Word of Mouth and Instagram Content Quality have a positive and significant influence on repurchase decisions. However, Service Quality does not significantly influence repurchase decisions. These findings indicate that recommendations from others and engaging social media content play a more prominent role in encouraging repurchases than the quality of service

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Detail Information

Series Title

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Call Number

REF 658.8342 RID p

Publisher

Bogor : Universitas Islam Tazkia., 2025

Collation

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Language

Indonesia

ISBN/ISSN

NIM.2110101089

Classification

658.8342

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Service Quality
Word Of Mouth
Kopi Nako
Instagram Content Quality
Repurchase Decision

Specific Detail Info

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Statement of Responsibility

Fatih Muhammad Ridwansyah

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