The Influence of Digital Marketing and Sales Promotion on Repurchase Intention with Customer Trust as a Moderating Variable

Diansyah, Opi Novi Andri

2023

Abstract

This research aims to test and analyze the influence of digital marketing and service quality on repurchase intention with customer trust as a moderating variable. This research uses structural equation modeling with the help of SmartPLS software. Furthermore, this research used a sample of 110 respondents who were consumers of PT. Era Supplies Indonesia. The data collection technique uses simple random sampling by distributing research questionnaires in the form of a Google formula to consumers who have made purchases at PT. Era Supplies Indonesia. The data processing method in this research is SmartPLS with the aim of testing hypotheses. The results of this research show that digital marketing has a positive effect on repurchase intention, sales promotion has a positive effect on repurchase intention, customer trust has a positive effect on repurchase intention, customer trust is proven to be positive and can moderate the influence of digital marketing on repurchase intention, customer trust is proven to be positive and can moderate the influence of sales promotion on repurchase intention. The results of this research are recommended to the company PT. Era Supplies Indonesia, if you want to increase consumers repurchase interest, you need to do better digital marketing in providing information to customers so they can be quickly trusted and sales promotions in the form of free gifts must be implemented to increase customer trust and make consumers want to shop again.

Paper Citation

in Harvard Style

Diansyah. and Andri O. (2023). The Influence of Digital Marketing and Sales Promotion on Repurchase Intention with Customer Trust as a Moderating Variable. In Proceedings of the 4th International Seminar and Call for Paper - Volume 1: ISCP UTA '45 JAKARTA; ISBN 978-989-758-691-0, SciTePress, pages 294-303. DOI: 10.5220/0012580900003821

in Bibtex Style

@conference{iscp uta '45 jakarta23,
author={Diansyah and Opi Novi Andri},
title={The Influence of Digital Marketing and Sales Promotion on Repurchase Intention with Customer Trust as a Moderating Variable},
booktitle={Proceedings of the 4th International Seminar and Call for Paper - Volume 1: ISCP UTA '45 JAKARTA},
year={2023},
pages={294-303},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0012580900003821},
isbn={978-989-758-691-0},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 4th International Seminar and Call for Paper - Volume 1: ISCP UTA '45 JAKARTA
TI - The Influence of Digital Marketing and Sales Promotion on Repurchase Intention with Customer Trust as a Moderating Variable
SN - 978-989-758-691-0
AU - Diansyah.
AU - Andri O.
PY - 2023
SP - 294
EP - 303
DO - 10.5220/0012580900003821
PB - SciTePress