ABSTRAK
Social Media yang merupakan bagian dari Intergrated MarketingCommunication (IMC) merupakan salah satu alternatif aktifitas marketing pada saatini. Perkembangan social media yang sangat pesat, membuatnya saat ini sudahmenjadi trend dan efektif karena mudah diukur serta budget yang relatif kecildibandingkan print media (tradisional). Hal ini dikarenakan perkembanganteknologi dan juga tingkat edukasi dari konsumen di dalam membeli produkotomotif sudah sangat baik dan kritis. Untuk itu perlu adanya pengembangankomunikasi dalam dua arah yaitu antara produsen dan konsumen yang mana hal inimampu membangkitkan engagement dalam membeli kembali suatu produk. Adabeberapa faktor yang menentukan di dalam menerapkan social media (twitter danfacebook) agar konsumen repurchase produk Nissan yaitu Product/ Message,Source-AISAS, Ad Execution-WOM, Brand Attitudes, dan Attitudes towards theAdvertisement.

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ABSTRACT
Social media is part of the Integrated Marketing Communication (IMC) is analternative marketing activities at this time. The development of social media veryrapidly, making it now has become a trend and effective as easily measured as wellas the budget is relatively small compared to the print media (traditional). This isbecause the development of technology and also the level of education of consumersto purchase of automotive products has been excellent and critical. For that we needthe development of the two-way communication between producers and consumersin which it is able to generate engagement to repurchase a product. There are severalfactors that determine in applying social media (twitter and facebook) so thatconsumers repurchase the Nissan products which are Product / Message, Source-AISAS, Ad-WOM Execution, Brand Attitudes, and Attitudes towards theAdvertisement.