PENGARUH DIGITAL MARKETING DAN KEPUASAN TERHADAP REPURCHASE INTENTION MELALUI E-TRUST SEBAGAI MEDIASI KONSUMEN E-COMMERCE TOKOPEDIA

Abstract

Abstrak

Perkembangan pesat teknologi digital di Indonesia mendorong transformasi pemasaran produk melalui platform e-commerce seperti Tokopedia, yang memanfaatkan digital marketing untuk meningkatkan keterlibatan dan repurchase intention. Penelitian ini mengkaji pengaruh digital marketing dan kepuasan pelanggan terhadap repurchase intention dengan mediasi e-trust, hal ini memperkuat efektivitas strategi bisnis. Metode ini menggunakan kuantitatif, data yang diperoleh 96 responden merupakan pengguna platform Tokopedia di Surabaya dengan menggunakan SmartPLS 4.0.

Hasil penelitian ini menunjukkan bahwa Digital Marketing (X1) tidak berpengaruh secara signifikan terhadap E-trust (Z), kepuasan pelanggan (X2) tidak berpengaruh secara signifikan terhadap E-trust (Z). Maupun Digital Marketing (X1) tidak berpengaruh secara signifikan terhadap Repurchase Intention (Y), kepuasan pelanggan (X2) tidak berpengaruh secara signifikan terhadap Repurchase Intention (Y). Namun E-trust (Z) berpengaruh secara signifikan terhadap Repurchase Intention

(Y). Tetapi Digital Marketing (X1) tidak berpengaruh secara signifikan terhadap Repurchase Intention (Y) melalui E-trust (Z), dan Kepuasan Pelanggan (X2) berpengaruh secara signifikan terhadap Repurchase Intention (Y) melalui E-trust (Z).

Kata Kunci: Digital Marketing, kepuasan, Repurchase Intention, dan E-Trust

Abstract

The rapid development of digital technology in Indonesia is driving a transformation in product marketing through e-commerce platforms like Tokopedia, which utilizes digital marketing to increase engagement and repurchase intention. This study examines the influence of digital marketing and customer satisfaction on repurchase intention, mediated by e-trust, thereby strengthening the effectiveness of business strategies. This study used a quantitative method, with data obtained from 96 respondents, who were Tokopedia platform users in Surabaya, using SmartPLS 4.0.

The results of this study indicate that digital marketing (X1) does not significantly influence e-trust (Z), and customer satisfaction (X2) does not significantly influence e-trust (Z). Similarly, digital marketing (X1) does not significantly influence repurchase intention (Y), and customer satisfaction (X2) does not significantly influence repurchase intention (Y). However, e-trust (Z) does significantly influence repurchase intention (Y). But Digital Marketing (X1) does not have a significant effect on Repurchase Intention (Y) through E-trust (Z), and Customer Satisfaction (X2) has a significant effect on Repurchase Intention

(Y) through E-trust (Z).

Keywords: Digital Marketing, Customer Satisfaction, Repurchase Intention, and E-Trust.