Pengaruh Terpaan Pesan Promosi di Whatsapp Dan Kredibilitas Perusahaan Terhadap Minat Melakukan Service Ulang di AHASS Prima Jaya

Abstract

During the pandemic, the number of visitors to the workshop recorded a decline. The number of customer visits was influenced by their purchasing interest, which was affected by promotional messages and the company's credibility. The objective of this research was to determine the influence of promotional messages on WhatsApp and company credibility on the intention to re-service at Shop X. By using the Cognitive Response Theory, this study examined the effect of variable X1 on variable Y, and the Source Credibility Theory to test the influence of variable X2 on Y. The population of this study consisted of residents of Semarang, aged 21 to 50 years, with a non-probability sampling involving 100 individuals, both males and females, who had used Shop X services at least twice. The research findings indicated that the exposure to promotional messages on WhatsApp (X1) had a positive effect on the intention to re-service at Shop X. Additionally, company credibility (X2) had a positive effect on the intention to re-service at Shop X. Based on these findings, it can be concluded that a higher exposure to promotional messages on WhatsApp leads to a greater intention to re-service at Shop X. Furthermore, a higher company credibility also corresponds to a higher intention to re-service at Shop X.