The Influence of Digital Marketing on Repurchase Intention with Consumer Satisfaction as an Intervening Variable in Oh My Skin Products
Keywords:
Digital Marketing, Re-Purchase Intention, Satisfaction Consumer.Abstract
This research aims to analyze the influence of digital marketing on repurchase interest through consumer satisfaction as an intervening variable for oh my skin products. The population in this research are consumers who have purchased Oh My Skin products more than once or repeatedly. The data collection method is by distributing questionnaires and taking samples using the Lemeshow formula, namely 96 respondents and rounded up to 100 respondents. Data processing uses a Structural Equation Modeling approach with the help of the SmartPLS 4.0 program. The research results show that Digital Marketing has a positive and significant effect on repurchase interest, digital marketing has a significant positive effect on consumer satisfaction, consumer satisfaction has a positive and significant effect on repurchase interest, Consumer Satisfaction Variable, can mediate between the Digital Marketing Variable and Repurchase Intention. Companies are expected to be able to increase product marketing through digital marketing because it has been proven to help increase customer satisfaction and repurchase interest.References
Andikatama, BF, & Arafah, W. (2024). Increasing Customer Loyalty Influenced Car Salon Services By Service Quality, Customer Satisfaction and Trust. Journal Economy Trisakti, 4 (1), 463-472.
Apriliani, DU, Kartika, SE, & Nadiya, AA (2023). Influence of Digital Marketing, Quality Products and Services To Satisfaction Consumer Batrisyia Herbal. Solutions, 21 (1), 470-479.
Azwar, A., Ani, NW, & Putri, ATA (2023). The influence of Digital Marketing, Innovation, and Word of Mouth on Decision Purchase . Al- Kharaj : Journal Economics, Finance & Business Sharia, 5(3), 1383- 1395.
BPS. (2021). Statistics Telecommunication Indonesia 2021.
Berliana, F., & Mashadi, M. (2022). The Influence of Service Quality and Customer Satisfaction on Repurchase Intention at the Pochajjang Bogor Restaurant in Masa Post Covid-19 pandemic . Journal Scientific Management Unity, 10 (2), 285-292.
Dwipuyana, B., & Sulistyawati, E. (2018). Role Satisfaction in Mediate Influence Trust to Intention Buy Repeat on Go-Food in FEB unud. Ejournal Udayana University Management, 7(10), 5179. https://doi.org/10.24843/ejmunud.2018.v07.i10.p01 .
Fadhli, K., & Pratiwi, N.D. (2021). Influence of Digital Marketing, Quality Products, and Emotional to Satisfaction Consumer ZIO Jombang Poscopy . Journal Innovation Research, 2(2), 603-612.
Ghozali, Imam Hengky Latan . (2015). Concepts, Techniques, Applications Using Smart PLS 3.0 For Study Empirical. BP Undip. Semarang Harnanto. 2017 . Accountancy Cost: System Cost Historical . Yogyakarta: BPFE.
Hong, B. (2015). The influence of service quality, perceived value, customer satisfaction on customer repurchase intention in restaurants Buro Bar Surabaya. Journal Strategy Marketing, 3 (1), 1-11.
Izul Fuadi, M., & Budiantono, B. (2021). Analysis Influence Quality Product To Interest purchase Repeat with Satisfaction Customer as Variable Mediation. The 2nd Widyagama National Conferenceon Economics and Business, Wnceb,140-151.
http://publishingwidyagama.ac.id/ejournal-v2/index.php/WNCEB .
Matusin, I. O. (2023). The Influence of Digital Marketing on Purchase Intention: Moderated by Brand Equity. Journal Economy Trisakti, 3 (2), 3713-3722.
Musnaini, Suherman, Wijoyo, H., & Indrawan, I. (2020). Digital Marketing. Banyumas : CV. Pena Homeland .
Ni Putu Mira Dwi Astuti, I Komang Mahayana Putra, Kasiani, Cokro Gede Putra Yudistira and I Made Widiantara . 2020. Implications application Customer Relatinship Marketing and Digital Marketing Against Decision Consumer At PT. Garuda Space Joumpa Denpasar. Journal National Ummah Mataram, No. 1, Vol. 14, 506-514.
Pratiwi, Azhim . 2022. Influence Digital Marketing, Price, and WordOf Mouth Regarding Repurchase Intention (Case Study of Janji Jiwa Coffee Customers Ungaran) . Sultan Islamic University Great .
Prihantoko, V. (2021). Influence Price and Completeness Product To Decision Purchase(Study Case Consumer Allyamart Wholesaler and Retail Dead end Banyumas).
Romadlon. A., Marlien. RA, Widyasari. S (2020). Influence Digital Marketing, Trust, and Quality Product to Intention Buy (studies on account Instagram Brown Crater) . SENIU Proceedings.
Salsabila, A. N., Saidani, B., & Rivai P, A. K. (2022). Influence Service Quality and Price on Repurchase Interest Through Customer Satisfaction as Variable Intervening;Study Case Customer Gen z. Journal Business, Management, and Finance .
Tajudinnur, M., Fazriansyah, Ferdinand, R., Alexander, & Inspiration. (2022). Influence Price, Product Quality and Digital Marketing on Repurchase Intention With Satisfaction Consumer As Variable Intervening. Sebatik.
Tjiptono, F. & Chandra, G. (2011) "Service, Quality & Satisfaction" Andi, Yogyakarta
Unjaya, Go Darmadi, & Santoso, L. (2015 ). Analysis of the Influence of Satisfaction, Trust, Commitment to Repurchase Intention Customer Still Hotel Raden Wijaya Mojokerto, (On line) . Journal Hospitality and Management Hospitality. University Christian Petra Surabaya, Indonesia .
Downloads
Published
Issue
Section
License
Universal Business and Management Review is licensed under a Creative Commons Attribution 4.0 International License.
