Descriptive statistics are used to summarize the research variables by reporting the sample size, mean, standard deviation, and the minimum and maximum values. The results of this analysis are displayed in Table 1.
Table 1. Descriptive Statistical Analysis Results
| N | Min. | Max. | Mean | Std. Deviation | |
|---|---|---|---|---|---|
| Social media |
130 | 8 | 20 | 15.82 | 2.983 |
| Brand image | 130 | 12 | 30 | 24.38 | 4.435 |
| Repeat purchase | 130 | 5 | 15 | 12.12 | 2.391 |
Referring to Table 1, the data can be interpreted as follows:
The social media marketing variable (X) has a minimum score of 8 and a maximum score of 20. The mean value stands at 15.82 with a standard deviation of 2.983, indicating that the individual scores for social media marketing vary by approximately 2.983 from the average.
The brand image variable (Y1) ranges from a minimum of 12 to a maximum of 30. The calculated mean is 24.38, while the standard deviation is 4.435. This means that the brand image scores deviate from the average by about 4.435 points.
The repeat purchase variable (Y2) has values ranging between 5 and 15. The average value recorded is 12.12, and the standard deviation is 2.391, indicating a spread of approximately 2.391 points from the mean in repeat purchase behavior.
Respondents assessed how brand image mediates the effect of social media marketing on repeat purchases at Kober Mie Denpasar using a five-point Likert scale, where 1 indicated "strongly disagree" and 5 indicated "strongly agree." The score interpretation was based on classification intervals, as presented in Table 2.
Interval Class Length = Range
Many Interval Classes
Where:
Range : highest value-lowest value
Number of interval classes 5
So, the length of the interval class : 5−1 = 0,8
5
| Criteria | Category |
|---|---|
| 1,00 – 1,79 | Very Poor (VP) |
| 1,80 – 2,59 | Poor (P) |
| 2,60 – 3,39 | Fair (F) |
| 3,40 – 4,19 | Good (G) |
| 4,20 – 5,00 | Very Good (VG) |
Based on the data presented in Table 2, the explanation of respondents’
responses related to the variables examined in this study is outlined as follows.
1. Overview of Responses for the Social Media Marketing Variable (X)
The following section presents a summary of respondents’ answers concerning the social media marketing variable, as detailed in Table 3.
| Code | Statement | N | Respondents' Answers | Mean | Category | ||||
|---|---|---|---|---|---|---|---|---|---|
| ST | TS | CS | S | SS | |||||
| x1 | Kober Mie creates attractive social media content | 130 | 0 | 10 | 26 | 6 | 331 | 3,90 | Good |
| x2 | Kober Mie creates social media as a liaison with consumers. | 130 | 0 | 9 | 20 | 7 | 283 | 3,92 | Good |
| x3 | Kober Mie uses social media as a liaison with consumers. | 130 | 1 | 8 | 15 | 6 | 388 | 4,03 | Good |
| x4 | Kober Mie Social Media as a place to build community and exchange information | 130 | 1 | 13 | 15 | 6 | 392 | 3,96 | Good |
| Overall Average | 3,95 | Good | |||||||
Based on Table 4.4, the average overall response of respondents to the social media marketing variable is 3.95, indicating a good perception of Kober Mie Denpasar's marketing strategy through social media. The highest indicators are X3 and X4, respectively 4.03 and 3.96, indicating the effectiveness of social media as a means of building relationships and communities with consumers. Indicators X1 and X2 recorded slightly lower averages, namely 3.90 and
3.92, but remained in the good category. This means that although the visual and communication aspects have been assessed positively, it is still necessary to improve the quality of content and interaction so that Kober Mie's digital strategy is more optimal in attracting and retaining consumers.
Description of Answers for Brand Image Variable (Y1)
The following is a description of the respondents' answers in this study regarding the brand image variable presented in Table 4 as follows.
Table 4. Description of Answers Variable Brand Image (Y1)
| Code | Statement | N | Respondents' Answers | Mean | Category | ||||
|---|---|---|---|---|---|---|---|---|---|
| ST | TS | CS | S | SS | |||||
| Y11 | I can easily recognize the Kober Mie logo | 130 | 1 | 7 | 12 | 6 | 473 | 4,14 | Good |
| Y12 | Kober Mie outlets in Denpasar are easy to find | 130 | 0 | 9 | 15 | 5 | 524 | 4,15 | Good |
| Y13 | My expectations for Kober Mie products are always met | 130 | 0 | 7 | 13 | 6 | 464 | 4,15 | Good |
| Y14 | Consuming Kober Mie products makes me feel confident | 130 | 0 | 15 | 23 | 6 | 320 | 3,84 | Good |
| Y15 | Kober Mie products are of guaranteed quality | 130 | 0 | 15 | 23 | 6 | 320 | 3,93 | Good |
| Y16 | Kober Mie product design is attractive | 130 | 0 | 10 | 25 | 5 | 369 | 4,18 | Good |
| Overall Average | 4,06 | Good | |||||||
Based on Table 4, the overall average of respondents' responses to the brand image variable is 4.06, indicating that Kober Mie Denpasar consumers have a positive perception of the brand image that is built. The indicators with the highest values are Y11, Y12, Y13, and Y16—including ease of recognizing the logo, branch access, fulfillment of expectations, and product design—all of which are above average, indicating Kober Mie's success in forming a strong and consistent brand image.
Meanwhile, indicators Y14 and Y15 obtained lower values, namely 3.84 and 3.93, although they are still in the good category. This shows that there is room to improve consumer perceptions regarding self-confidence when
consuming products and belief in their quality. Improvements in this aspect have the potential to strengthen the overall brand image and encourage customer loyalty.
Description of Answers for Repeat Purchase Variables (Y2)
The following is a description of the respondents' answers in this study regarding the repeat purchase variable which is presented in Table 5 as follows.
Tabel 5. Description of Answers for Repeat Purchase Variables (Y2)
| Code | Statement | N | Respondents' Answer | Mean | Category | ||||
|---|---|---|---|---|---|---|---|---|---|
| ST | TS | CS | S | SS | |||||
| Y21 | I will come back to buy Kober Mie products again. | 130 | 1 | 8 | 11 | 6 | 473 | 4,13 | Good |
| Y22 | I will be back to try products from Kober Mie in the future. | 130 | 1 | 7 | 16 | 6 | 460 | 4,10 | Good |
| Y23 | I will consume Kober Mie even though there are many restaurants or cafes that have similar products. | 130 | 1 | 11 | 24 | 6 | 340 | 3,88 | Good |
| Overall Average | 4,04 | Good | |||||||
Based on Table 5, the average overall response of respondents to the repeat purchase variable is 4.04, indicating a positive tendency for consumers to make repeat purchases of Kober Mie Denpasar products. Indicators Y21 and Y22 have the highest values, 4.13 and 4.10 respectively, reflecting consumer loyalty and interest in trying the product in the future.
Meanwhile, indicator Y23 has an average of 3.88, lower than the overall average, but still in the good category. This value indicates that although consumers still intend to make repeat purchases, the presence of many similar competitors affects their loyalty. Therefore, Kober Mie needs to continue to improve its competitive advantage in order to remain the main choice amidst market competition.
The Measurement Model (or Outer Model) depicts how each latent construct relates to its respective indicator block (Hair et al., 2013). It is used to
assess the validity and reliability of the constructs measured by the instrument. The outcomes of this evaluation are presented in Figure 1.
Figure 1. PLS Outer Model
After assessing the Measurement Model, the Structural Model was examined using the Bootstrapping technique. In PLS ‑SEM, this evaluation involves inspecting the coefficient of determination (R²) and the t‑values or path coefficients for each hypothesized relationship (Hair et al., 2013), with the resulting model illustrated in Figure 2.
Figure 2. Inner Model PLS
The findings indicate that social media marketing has a significant and positive influence on the repeat purchasing behavior of Kober Mie Denpasar customers. Improved social media marketing efforts lead to a greater likelihood of consumers making repeat purchases. Social media is a powerful tool not only for advertising but also for encouraging engagement and nurturing a community. In doing so, it deepens the bond between a brand and its customers.
Viewed through the lens of consumer behavior theory, social media marketing influences every stage of the consumer decision‑making process— from the initial information search and evaluation of alternatives to post ‑ purchase assessments. Respondents positively assessed Kober Mie’s digital marketing strategy, especially its ability to facilitate communication and create enjoyable customer experiences, which in turn foster consumer loyalty and the intention to repurchase.
These findings mirror those of Rohani et al. (2020), Imron et al. (2018), and Kuspriyono & Nurelasari (2018), who likewise demonstrated that social media marketing significantly fosters repeat purchase behavior.
Social media marketing plays a vital role in sculpting Kober Mie Denpasar’s brand image. Well-executed strategies on these platforms enhance and reinforce how consumers perceive the brand. Interactive and engaging content was perceived as instrumental in building positive views of product quality, aesthetics, and emotional connection.
According to consumer behavior models, social media acts as a stimulus that shapes the cognitive processes of consumers, ultimately influencing their judgments about the brand. Questionnaire results indicate that consumers find Kober Mie’s social media effective in driving engagement and reinforcing brand identity—such as easy logo recognition, attractive design, and satisfaction with the product.
These results align with the findings of Anizir & Wahyuni (2017), Kristiani & Dharmayanti (2017), and other researchers who reported a significant effect of social media marketing on brand image.
This study reveals that at Kober Mie Denpasar, brand image significantly and positively influences consumers’ repeat purchase behavior. When the brand image is strong and favorable—reflected through elements like reputation, perceived quality, and visual appeal—it is more likely to encourage customers to make repeated purchases. A well-established brand image cultivates consumer loyalty, builds trust, and enhances emotional satisfaction.
Within consumer behavior theory, brand image plays a critical role during the post‑purchase evaluation stage, which subsequently informs repeat purchase decisions. Questionnaire data support this, showing that consumers rate aspects such as logo recognition, outlet accessibility, product satisfaction, and design highly. This confirms Kober Mie’s success in establishing a strong and consistent brand identity.
These findings align with the work of Kristiani & Dharmayanti (2017), Efendi et al. (2017), and others, all of whom demonstrated that brand image significantly shapes consumers’ repeat purchase intentions.
The analysis indicates that brand image mediates the effect of social media marketing on repeat purchase behavior among Kober Mie Denpasar customers, meaning that social media efforts drive repeat purchases both directly and indirectly through the cultivation of a strong brand image. As social media campaigns become more engaging and effective, they strengthen the brand image, which in turn boosts customer loyalty and repeat buying. In consumer behavior models, social media serves as a stimulus that influences consumers’ perceptions and attitudes toward the brand. Information obtained from social media reinforces the brand image in terms of quality, design, and accessibility. A strong brand image creates positive experiences and
enhances trust, ultimately motivating repeat purchases.
Respondents in this study also reported positive perceptions of Kober Mie’s digital marketing strategies: they found the logo easy to recognize, the outlets conveniently located, and the products both satisfying and visually appealing. All of these factors contribute to a robust brand image that supports repeat purchase behavior.
This mediating role is supported by previous studies including those by Kristiani & Dharmayanti (2017), Fahmi et al. (2020), and Astuti & Widhyadanta (2023), which likewise demonstrated that brand image plays a significant mediating role in the link between social media marketing and repeat purchase behavior.
This study makes a theoretical contribution by enhancing insights into the mediating role of brand image in the relationship between social media marketing and repeat purchase in a digital marketing context. The finding that social media marketing boosts repeat purchase behavior is consistent with consumer behavior theory, which emphasizes social media’s function in building enduring customer relationships rather than acting merely as a promotional channel.
The finding that social media marketing also strengthens brand image supports the theory that social media is essential in forming consumers’ perceptions of a brand. In turn, a positive brand image has been proven to promote customer loyalty and repeat purchases, emphasizing its key role within consumer behavior theories.
Moreover, the finding that brand image mediates the link between social media marketing and repeat purchase behavior advances mediation theory in the marketing field by showing that digital marketing initiatives can indirectly foster customer loyalty through the establishment of a strong and positive brand image.
Practically, this research offers insights for Kober Mie Denpasar to optimize its social media marketing strategy in order to build brand image and
increase repeat purchases. By improving the quality of content and fostering two‑ way interactions on social platforms, the company can strengthen its relationship with consumers and foster loyalty.
For future researchers, these findings open avenues to explore additional variables affecting repeat purchase—such as product quality or pricing—and to investigate the role of various social media platforms across different industry contexts.
Several limitations were identified in this study:
This research only examines the effects of social media marketing and brand image on repeat purchase, leaving out other potentially relevant variables.
Data were collected at a single point in time (cross‑sectional), which does not capture changes in consumer behavior over the long term.