The Influence of Digital Marketing and Sales Promotion on

Repurchase Intention with Customer Trust as a Moderating Variable

Diansyah and Opi Novi Andri

Department of Management, Faculty of Economics Business and Social Sciences,

17 August 1945 University Jakarta, Indonesia

Keywords: Digital Marketing, Sales Promotion, Repurchase Intention, Customer Trust.

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.

INTRODUCTION

Increasingly developing information technology has

had the impact of competition in department stores

becoming increasingly fierce in encouraging

marketers to have superior strategies to survive

amidst the existing competition. As digital

technology develops worldwide, it brings progress

and influence to digital marketing in Indonesia

(Rizvanović et al., 2023). With the development of

information technology, the digital-based industrial

sector can experience rapid and safe development

(Zain & Marsasi, 2023).Digital Marketing is a

marketing activity for a product using digital media

or the internet with the aim of increasing sales. The

survival of a company really depends on the

satisfaction of its customers, this can be done by

providing satisfaction to customers through the

delivery of quality products and services. In business

competition, Sales Promotion really needs to be paid

attention to (Kusnanto et al., 2023). Digital Marketing

can be used as a tool to achieve competitive

advantage. To achieve competitive advantage,

companies must be able to improve the quality of

Digital Marketing. The higher the trust that exists in

each individual, the higher the intentions that

individual has to shop again (Temaja et al., 2023).

From data from PT. Era Supplies Indonesia average

monthly sales of 196 orders with monthly sales of

IDR 95,182,366 in April 2023, in the following

month there were 244 orders with monthly sales of

IDR 125,068,456 in May 2023 there was an increase

in sales revenue, in June there was a decrease. 214

orders with monthly sales of IDR 98,632,704, in July

the same experienced a decrease again, there were

190 orders with monthly sales of IDR 76,575,253,

while in the following month, August saw an increase

in sales, there were 212 orders with monthly sales of

IDR 96,665,400. With this, it can be ensured that

from April to August PT. Era Supplies Indonesia

experienced increases and decreases in sales revenue.

This shows that PT. Era Supplies Indonesia still

needs to increase sales to be able to beat existing

competitors. Of course, it is a job for PT. Era Supplies

Indonesia, especially the marketing division, because

marketing is one of the spearheads for high and low

294

Diansyah, . and Andri, O.

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

DOI: 10.5220/0012580900003821

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 4th International Seminar and Call for Paper (ISCP UTA ’45 JAKARTA 2023), pages 294-303

ISBN: 978-989-758-691-0; ISSN: 2828-853X

sales figures in a company. Therefore, PT. Era

Supplies Indonesia tries to maximize human

resources in the marketing division. Sales promotions

are various short-term incentives to encourage the

purchase of a product or service to convince potential

consumers (Nurjuman et al., 2023). Interaction

between product scarcity and price promotions in

influencing consumer purchasing intentions. Scarcity

becomes an attraction in influencing purchase

intentions when ordering online with a proposed price

promotion as a boundary condition (Harimurti

Wulandjani et al., 2023). Meanwhile, customer trust

will emerge if commitment, honesty and information

are provided, which will increase Repurchase

Intention and make it easier for customers to choose

according to their needs (Kirana et al., 2023).

One form of purchasing goods is vital in the

development of digital marketing. Repurchase

Intention is generally the desire to make a repeat

purchase of the same product or item that the buyer

has previously made (Pandiangan, 2023). Sales

promotion is a marketing activity that has a big

impact on repurchase intention for the products

offered (Adelia, 2018). Coupon strategies and

promotional prices are strategies to increase

consumers repurchase interest. Sales promotion has a

positive influence on repurchase intention. Previous

research results prove that Digital Marketing has a

significant positive effect on Repurchase Intention

(Amelia Ibnu Wasiat & Bertuah, 2022; Melia, 2023;

Nawaz & Kaldeen, 2020). Sales Promotion also has a

positive effect on Repurchase intention (Azmi et al.,

2021; Manalu et al., 2023; Muthi & Utama, 2023).

Customer Trust has a positive effect on Repurchase

Intention (Chandra et al., 2023; Goeltom et al., 2023;

Purnamasari & Suryandari, 2023). In previous

research, no one has placed customer trust as a

moderating variable that can moderate the influence

of digital marketing and sales promotion on

repurchase intention. This research gap will be the

latest discussion in research to complement previous

research.

LITERATUR REVIEW

2.1 Digital Marketing

Digital Marketing is digital which refers to the plans

and approaches used by companies or organizations

in utilizing digital media to promote their products,

services or brands and interact with consumers online

(Purnomo, 2023). According to Munir et al., (2023)

digital marketing is the application of digital

technology which has resulted in drastic changes and

shifts in world markets and increased customer

purchases by responding quickly to business changes.

Digital Marketing refers to the use of electronic

communication channels by marketing to promote

products and services which has specifically been

defined as the act of promoting the exchange of

information, products and services via computer

networks and the internet (Morteza et al., 2023).

Digital marketing is the activity of introducing a

brand through digital media with the right and

relevant consumer reach. According to Zidhan et al.,

(2023) digital marketing indicators are:

1. Costs are amounts that can be measured in units

of ownership of goods and services required by

the company.

2. Informative, namely a form of message content

that aims to influence the audience by providing

information.

3. Site design is what creates the appearance and

overall appearance of a website. The process of

planning and creating website elements, from

layout structure, images, colors, to graphics.

4. Interactive, namely two-way communication in

the form of mutual action and active reciprocal

relationships between other people.

5. Reliability, namely that a system has

performance in accordance with the expected

function within a certain time interval and

operating conditions.

6. Trust, namely recognizing someone's honesty

and ability to truly fulfill expectations.

2.2 Sales Promotion

According to Morteza et al., (2023) sales promotions

are implemented directly to inspire purchases or sales

and offer incentives to buyers by providing prices for

the goods offered. Sales promotions are formed with

the aim of making customers switch from

competitors, attracting customers to try new products

and giving appreciation to consumers who are

generous towards the company (Putri & Andani,

2023). Sales promotion takes the form of providing

information to customers about new products,

introducing how to use the product, changing prices

and persuading them to form brand choices which

shift brand choices to certain brands and increase

purchases of products that consumers need (Mawarni

et al., 2023). Sales promotion is a collection of

incentive tools that are short-term and designed to

stimulate purchases of certain products or services

more quickly.

According to Kurniawan, (2023) sales promotion

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295

indicators are:

1. Promotion frequency, namely the number of sales

promotions carried out at one time through sales

promotion media so that it shows the intensity or

how often sales promotions are carried out.

2. Promotion quality is a measure of how well the

promotion is carried out, for example content,

design, position, and media used.

3. Promotion quantity, namely the assessment given

by consumers of the promotions that have been

carried out.

4. Promotion time, namely how long the

promotional grace period is carried out by a

company.

5. Determination is an action carried out by

something in one aspect and deliberately in a

relationship, a situation that has given rise to a

relationship.

6. Suitability of promotional targets, namely a

grouping of people based on segmentation which

is used to process the data that has been obtained

and determine which segments best suit the

characteristics of the business being built.

2.3 Customer Trust

Customer trust refers to the level of trust that

consumers have in an organization and its ability to

meet consumer needs and expectations (Prastiwi et

al., 2023). According to Sabrina et al., (2023)

customer trust that exists between companies and

consumers is largely determined by trust and

commitment by emphasizing that customer trust is

someone who places their trust in a brand or

organization to carry out a task. View customer trust

as consumer beliefs, hopes or feelings that are rooted

in the personality and development of consumer trust

(Sari et al., 2023). Customer trust is the consumer's

belief that everyone has integrity, can be trusted and

that the party they trust will fulfill all obligations

when carrying out transactions as expected.

According to Musfar et al., (2023) customer trust

indicators are:

1. Security is an effort to avoid the emergence or

threat of crime that will disturb.

2. Attention, increasing consumer awareness of a

brand

3. Competence is a person's ability that can be

observed including knowledge, skills, and work

attitudes in completing a job or task of

completing a job.

4. Frankness, the consumer's ability to see or

evaluate the product

5. Responsibility, carrying out all duties and

obligations seriously.

2.4 Repurchase Intention

Repurchase intention is an individual's sensation of

pleasure as a comparison between expectations of a

product and its performance which influences

customer retention and repurchase intentions

(Amoako et al., 2023). According to Samuel & Anita,

(2023) repurchase intention is an intention to

repurchase that often occurs for companies because

repurchasing can reduce costs for new customers by

considering whether to buy products from the same

company or another company with higher quality.

According to Jasin et al., (2023) repurchase intention

for a service and the decision to engage in activities

with the service provider and the form that will be

taken as well as whether the consumer is satisfied or

not are known after carrying out the transaction which

depends on the party whose offering performance

meets consumer expectations. Repurchase intention

is an individual's action to buy a different product but

still from the same company with positive customer

reactions to the company's products.

According to Manullang & Heryenzus, (2022)

indicators of repurchase intention,

1. The stability of the product that has been tested,

specifically the ability of the product to be tested

and carry out its function.

2. The act of buying products repeatedly, especially

purchasing activities carried out more than once

or several times with the customer's intention to

buy the same product or service again.

3. The nature of recommending to other parties,

purchasing activities carried out based on

recommendations from other parties so that there

is an intention to purchase.

4. Safe in repurchasing, that is, buyers who are

trusted will be safe in repurchasing the product.

5. Reliable, purchasing activities that have been

carried out and have reliable trust in the company.

2.5 The Influence of Digital Marketing

on Repurchase Intention

Digital Marketing makes it easier for companies to

meet the various needs and desires of potential

customers, while potential customers can search for

and retrieve information about a product being sold

and make it easier to search for products so that it can

influence repurchase intention (Melia, 2023).

Repurchase intention is part of the consumer's desire

to make repeat purchases in which consumers

recognize the benefits of the product, understand the

quality of the product, desire to own the product and

have a tendency towards the product (Amelia Ibnu

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Wasiat & Bertuah, 2022). According to Nawaz &

Kaldeen, (2020) that digital marketing is baiting and

recommending consumers who have experience with

certain products and services so that it can generate

repurchase intention. Thus, it can be concluded that

digital marketing has a positive relationship with

repurchase intention. In accordance with previous

research statements and the arguments above,

hypothesis H1 is determined: Digital marketing has

an effect on repurchase intention.

2.6 The Influence of Sales Promotion

on Repurchase Intention

Sales promotion has a direct role in repurchase

intention so it indirectly influences repurchase

intention (Manalu et al., 2023). Sales promotion is an

activity that urges certain target market segments to

buy products by offering free gifts if they buy a

product and buy one get one free if consumers make

repeat purchases purchasing products and make

consumers want to make purchases of the products

offered (Muthi & Utama, 2023). According to Azmi

et al., (2021), sales promotions such as providing

shopping coupons and price discounts provided by

the company are quite attractive for consumption by

consumers who want to repurchase cellphone

products. Thus, it can be concluded that sales

promotion is needed to attract, and increase

repurchase intentions. High sales promotion has the

potential to trigger repurchase intention. In

accordance with previous research statements and the

arguments above, the hypothesis H2 is determined:

Sales promotion influences repurchase intention.

2.7 The Influence of Customer Trust

on Repurchase Intention

Customer Trust is a very important thing to build a

strong relationship between consumers and

companies so that they have long-term trust in a

cellphone product, so consumers will have a fairly

good response because their experience and

expectations have been met (Chandra et al., 2023).

According to Goeltom et al., (2023) the customer

trust relationship reflects all the knowledge possessed

by consumers and the conclusions that consumers

make about a product or service, where the higher the

trust that arises, the higher the repurchase intention.

Customer trust is the main factor for consumers in

deciding to purchase a product with high consumer

trust indicating higher repurchase intention for the

product (Purnamasari & Suryandari, 2023). Thus, it

can be concluded that customer trust has an influence

on repurchase intention. In accordance with previous

research statements and the arguments above,

hypothesis H3 is determined: Customer trust

influences repurchase intention.

2.8 Moderating Customer Trust on the

Influence of Digital Marketing on

Repurchase Intention

According to Setyawan et al., (2023), research shows

that digital marketing's perception of customer trust

increases, repurchase intention will also increase, and

conversely, if the perception that customer trust does

not play a role in the influence of digital marketing

decreases, repurchase intention will also decrease. In

customer trust, the use of digital marketing has an

impact on repurchase intention, the more the use of

digital marketing is increased, the higher the intensity

of consumer repurchase intention (Sawitri &

Giantari, 2020). According to Zaraswati & Setyawati,

(2023) that digital marketing has a higher influence

on repurchase intention if it is mediated by customer

trust, where digital marketing increases, it has an

impact on increasing repurchase intention and if

repurchase intention increases it will increase

customer trust. Thus, customer trust has the potential

to have an important role. Customer trust will have a

positive impact if consumers have a good perception.

The role of customer trust has the potential to mediate

the influence of digital marketing on repurchase

intention. In accordance with the previous research

questions and the arguments above, the hypothesis

H4 is determined: Customer trust can moderate the

influence of digital marketing on repurchase

intention.

2.9 Moderating Customer Trust on the

Effect of Sales Promotion on

Repurchase Intention

Sales promotion has a moderating influence on

customer trust on repurchase intention, where the

sales promotion phenomenon has a big influence on

customer trust on repurchase intention because

without having to look directly, consumers can see

the product through the content created and can hear

someone's opinion directly regarding satisfaction. in

using the product through the content created to

create a feeling of wanting to buy (Rachmawati et al.,

2023). According to Bernardus & Wahjudono, (2023)

sales promotion activities can be carried out by

maximizing the creation of content and cashback that

attracts attention and encourages users to interact and

share content and cashback with consumers so that

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297

consumers can be interested and make purchases.

Sales promotion to encourage sales to reach targets,

particularly using price discounts, vouchers, and

attractive content, is the most common sales

promotion technique to attract customer trust to buy a

product which ultimately focuses on offers to achieve

repurchase intention (Angeline, 2023). Thus,

customer trust will have a positive impact if

consumers have a good perception. The role of

customer trust has the potential to mediate the

influence of sales promotion on repurchase intention.

In accordance with previous research statements and

the arguments above, the hypothesis H5 is

determined: Customer Trust can moderate the

influence of sales promotion on repurchase intention.

METHODS

3.1 Population and Sample

The population of this research is consumers of PT.

Era Supplies Indonesia in purchasing products. The

research sample is representative of the population

selected to answer questions related to the research

variables. This study uses a quantitative approach.

The data source was obtained through data collection

techniques by distributing quatrains from previous

research and using the hair method or Likert scale

data measurement which consists of five-point scales,

i.e. strongly agree (SS), agree (S), neutral (N),

disagree (TS) questions and strongly disagree (STS).

This scale is used to determine how much

respondents agree and disagree with the questions

given in the questionnaire. And where the number of

samples is in the range of 5 - 10 times the number of

indicators or the number of questions in the

questionnaire (Auliah et al., 2020). Thus, the number

of samples selected is 5 x 22 = 110.

3.2 Research Variables and Indicators

This research uses basic theories from Zidhan et al.,

2023) about digital marketing, Kurniawan, (2023)

about sales promotion, Manullang & Heryenzus,

(2022) about repurchase intention and Musfar et al.,

(2023) about customer trust.

Table 1: Research Indicators.

Variable Indicator

1. Digital

Marketing (X1)

1. Cost

2. Informative

3. Site desi

4. Interactive

5. Reliability

6. Trus

2.Sales

Promotion (X2)

1. Promotion frequency

2. Promotional quality

3. Promotion quantity

4. Promotion time

5. Decree

6. Suitability of promotional

tar

ets

3. Repurchase

Intention (Y)

1. Product stability that has

been tested

2. The act of purchasing a

product repeatedly, nature

3. Recommend to other parties,

4. Safe in repeat purchases

5. Reliable

4. Customer

Trust (Z)

1. Security

2. Attention

3. Competence

4. Directness

5. Res

onsibilit

Source: Processed by researcher, 2023

Table 1 Variables with research hypothesis:

1. H1 = Digital Marketing has the ability to influence

repurchase intention

2. H2 = Sales Promotion has the ability to influence

repurchase intention

3. H3 = Customer Trust has the ability to influence

repurchase intention

4. H4 = Customer Trust has the ability to moderate

the influence of digital marketing on repurchase

intention

5. H5 = Customer Trust has the ability to moderate

the influence of sales promotion on repurchase

intention.

3.3 Data Analysis Methodology

The research was carried out using the Structural

Equation Modeling (SEM) method using Partial Least

Square (PLS). The software that will be used is

SmartPLS to prove the research hypothesis. In this

research, exogenous latent variables and endogenous

latent variables are needed (Sihombing et al., 2023).

The PLS-SEM model consists of two models, the

measurement model (outer model) and the structural

model (inner model). The outer model consists of a

convergent validity test, discriminant validity and

reliability test Missy et al., (2023). The convergent

validity test parameters are factor loading more than

0.7; AVE more than 0.5; communality more than 0.5.

The discriminant validity test parameter is that the

AVE root is greater than the variable correlation; cross

loading more than 0.7 in one variable. Reliability

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testing can be done using two methods, specifically

Cronbach's alpha and composite reliability with a

value that must be more than 0.7, although a value of

0.6 is still acceptable. The structural model (inner

model) is evaluated with R2, path coefficient values or

t-values for each path to test significance between

constructs. The R-Square (R2) value of 0.67 is

classified as a strong model, R-Square (R2) is 0.33 as

a moderate model and R-Square (R2) is 0.19 is

classified as a weak model. The path coefficient score

indicated by the t-statistic value must be above 1.96

for the two-tailed hypothesis and above 1.64 for the

one-tailed hypothesis (Loan et al., 2023).

RESULTS AND DISCUSSION

4.1 Respondent Characteristics

A total of 110 respondents contributed to filling out

the questionnaire. The sample used was consumers of

PT. Era Supplies Indonesia. Respondents' earnings

are divided into characteristics as in Table 2.

Table 2: Respondents’ Profile.

o Characteristics Total Percenta

1. Gender

1. Men

2. Female

9,9 %

90,1 %

Amoun

110 100

2. Age Group

1. 17-25 years old

2. 26-33 years old

3. 34-42 years old

4. > 42 years old

58,6%

2,7%

37,8%

0,9%

Amoun

110 100

3. Last Education

1.Middle School

2. SMA/K

3. Diploma

4. Strata 1

0,9%

49,2%

18,9%

31%

Amoun

110 100

Source: Processed by researchers, 2023

Based on the respondents who have been

collected, this shows that women are more dominant

with 90.1% while male respondents are 9.9%. PT. In

the Indonesian Supplies Era, consumers are

dominated by women because when purchasing

products, there are lots of promotional offers which

make many women make purchases. Apart from that,

the most dominant age group among PT consumers.

Era Supplies Indonesia in repurchase intention aged

17-25 years as many as 64 respondents or 58.6%, 26-

33 years as many as 3 respondents or 2.7%, 34-42

years as many as 42 respondents or 37.8% while those

aged >42 year as many as 1 respondent or 0.9%.

Meanwhile, in terms of the final educational criteria,

there was 1 respondent in junior high school or 0.9%,

54 respondents in SMA/K or 49.2%, 21 respondents

in Diploma or 18.9%, 34 respondents in Strata 1 or

31%.

4.2 Research Result

The results of this research are the results of testing

carried out using PLS (Patrial Least Square Method)

with validity results, measurement models (outer

models) and structural models (inner models). The

outer model consists of a convergent validity test,

factor loading, discriminant validity, specifically the

root of AVE and a reliability test with two methods,

i.e. Cronbach's alpha and composite reliability. The

structural model (inner model) consists of T-Statistic

and R-Square values.

Source: SmartPLS 3, 2023

Figure1: Path Coefficient.

4.3 Outer Loading Test

The results above can be explained from the results of

the validity test. The validity test is assessed from

factor loading. Factor loading is the degree of

relationship between the total value and the

measurement indicator. The results above show that

the variables Digital Marketing (X1), Sales

Promotion (X2), Repurchase Intention (Y) and

Customer Trust (Z) with the above indicators have a

value of more than 0.7 so that all indicators are

declared valid.

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299

4.4 Validity and Reliability Test Results

Table 3: Validity and Reliability Test.

Cronbach

’s alpha

rho_a Composite

reliability

AVE

Digital

Marketing (X1)

0,961 0,961 0,968 0,835

Sales

Promotion (X2)

0,948 0,950 0,958 0,793

Repurchase

Intention (Y)

0,950 0,953 0,961 0,833

Customer Trust

(Z)

0,953 0,954 0,964 0,841

Source: SmartPLS Output 3, 2023

Table 3 shows the results of the reliability test.

Research variables are said to be reliable if the

Cronbach's alpha and composite reliability values

have a score above 0.70. From this table, both values

have a total value above 0.7. Thus, the factors tested

are reliable and meet current requirements.

4.5 Discriminant Validity Test Results

Table 4. Discriminant Validity Test.

Digital Mar-

keting (X1)

Sales

Promotion

(X2)

Repurchase

Intention (Y)

Customer

Trust (Z)

Digital

Marketing (X1)

0,914

Sales

Promotion (X2)

0,890

Repurchase

Intention (Y)

0,913

Customer Trust

(Z)

0,917

Source: SmartPLS 3, 2023

Table 4 shows the results of the discriminant validity

test above 0.7. The conclusion is that the variables

Digital Marketing (X1), Sales Promotion (X2),

Repurchase Intention (Y) and Customer Trust (Z)

have good validity with the highest score correlation.

4.6 Hypothesis Test Results

Table 5: Hypothesis Testing.

Source: SmartPLS 3, 2023

Based on Table 4, the results of the hypothesis test

can be described as follows. Proving the first

hypothesis, digital marketing has an original sample

of 0.074 with t-statistics 0.947 < 1.96 and p-values

0.344. This means that digital marketing has no effect

on repurchase intention. The influence of digital

marketing weakens repurchase intention. Thus, it can

be said that the level of digital marketing that is

owned does not have an effect on increasing repeat

purchases. These results can be explained that

someone who has high digital marketing is not

necessarily able to search for and retrieve information

about a product and cannot make it easier for

consumers to search for products and consumers'

desire to recognize products, resulting in low

consumer desires for repeat purchases. That is why

digital marketing has no effect on repurchase

intention. These results are not complete (Amelia

Ibnu Wasiat & Bertuah, 2022; Melia, 2023; Nawaz &

Kaldeen, 2020). So, the first hypothesis (H1) is

rejected.

Proving the second hypothesis, sales promotion

has an original sample of 0.278 with t-statistics 3.876

> 1.96 and p-values 0.000. This implies that the sales

promotion variable influences repurchase intention.

Sales promotion can increase expected repurchase

intention by 27.8%. So, it can be said that sales

promotion has a direct role in repurchase intention as

the target market segment of sales promotion

certainly offers free gifts if you buy a product from

the company and want to make a purchase. Sales

promotion provides shopping coupons to consumers

who have already shopped as well as attractive price

discounts provided by the company which are offered

to consumers to make repeat purchases. These results

support the results of (Azmi et al., 2021; Manalu et

al., 2023; Muthi & Utama, 2023). So, the second

hypothesis (H2) is accepted.

Proving the third hypothesis, customer trust has

an original sample of 0.446 with t-statistics 5.066 >

1.96 and p-values 0.000. This implies that the

customer trust variable influences repurchase

intention. Customer trust is important in building a

very strong relationship between consumers and the

company to have a long-term cooperation between

the company and consumers. Consumers will have a

good response if their expectations are met by the

company, so they are able to make repeat purchases.

The customer trust relationship reflects all the

knowledge that consumers have regarding a product

or service, where the higher the trust that arises, the

higher the consumer's repurchase intention. These

results support the results of (Chandra et al., 2023;

Goeltom et al., 2023; Purnamasari & Suryandari,

2023). So, the third hypothesis (H3) is accepted.

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Proving the fourth hypothesis, the moderation of

customer trust on the influence of digital marketing

on repurchase intention, obtained the original sample

of 0.152 with t-statistics 1.972 > 1.96 and p-values

0.049. This implies that customer trust can moderate

the influence of digital marketing on repurchase

intention. So, it can be said that if digital marketing's

perception of customer trust increases, repurchase

intention will also increase. The higher the use of

digital marketing, the higher the number of

consumers who will repurchase HP products at the

company. With this, digital marketing has a higher

influence on repurchase intention, which has an

impact on customer trust which has the potential to

play a very important role. These results support the

results of(Sawitri & Giantari, 2020; Setyawan et al.,

2023; Zaraswati & Setyawati, 2023). So, the fourth

hypothesis (H4) is accepted.

Proving the fifth hypothesis, the moderation of

customer trust on the influence of sales promotion on

repurchase intention, obtained the original sample -

0.267 with t-statistics 3.692 > 1.96 and p-values

0.000. This implies that customer trust can moderate

the influence of sales promotion on repurchase

intention. So, it can be said that sales promotion has a

big influence on customer trust and the attractiveness

of consumers' repeat purchases. Because consumers

without having to see the product directly, consumers

can see the product through content provided by the

company on social media, which gives rise to

consumer confidence in their intention to repurchase.

Sales promotion encourages sales by achieving

targets, particularly using price discounts, vouchers,

and attractive content to attract customer trust to buy

the product again from the company which will

achieve repurchase intention. These results support

the results of (Angeline, 2023; Bernardus &

Wahjudono, 2023; Rachmawati et al., 2023) So, the

fifth hypothesis (H5) is accepted.

4.7 R-Square Test Results

The R-Square score was 0.878 (87.8%), the error

score was (12.2%). This means that the factors in this

research are quite capable of influencing variable Y.

However, there are 12.2% that different factors can

influence variable Y. The coefficient of influence of

digital marketing is 0.074, sales promotion is 0.278,

customer trust is 0.446. The moderation of customer

trust on the influence of digital marketing on

repurchase intention is 0.152 and the moderation of

customer trust on the influence of sales promotion on

repurchase intention is -0.267. Of the five influence

coefficients, the largest value obtained is in customer

trust in repurchase intention. Therefore, the main

strategy that must be implemented by a company to

increase repurchase intention is to innovate a product

that meets high customer trust expectations. Apart

from that, building the impression of appropriate

promotional prices for buyers, followed by expanding

digital marketing also needs to be done.

5 CONCLUSIONS

This research provides evidence regarding the

influence of digital marketing and sales promotion on

repurchase intention with customer trust as a

moderating variable. The research results show that

digital marketing is unable to influence repurchase

intention. Sales promotion has a positive effect on

repurchase intention. Customer trust has a positive

effect on repurchase intention. Moderating customer

trust can have a positive influence on digital

marketing on repurchase intention. Moderating

customer trust can have a positive effect on sales

promotion on repurchase intention. This research has

limitations, that the respondents in the sample were

only PT consumer respondents. Era Supplies

Indonesia. The research recommends that when

selling products, if they want to create repurchase

intention, the priority strategy to be implemented is to

have sales promotion in creating promotional prices

that make customers sustainable because of customer

trust and the good influence of digital marketing.

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