The Effect of Digital Marketing and Brand Image on Tokopedia Repurchasing Decisions with Customer Satisfaction as Intervening Variables (Case Study on 7th and 8th Semester FEB Students, University of Muhammadiyah Tangerang)

Abstract

The purpose of this study was to determine the effect of Digital Marketing and Brand Image on the decision to repurchase Tokopedia, with Customer Satisfaction as the intervening variable. Case Study on Semester 7 and 8 Students FEB Universitas Muhammadiyah Tangerang in 2022. This study uses a quantitative approach. The population in this study was 1,226 people with an error rate of 10%, the sample was 92.45 and rounded to 93 respondents, and the method in this study used descriptive and quantitative. Primary data collection was obtained from distributing questionnaires. The results showed that partially the Digital Marketing variable (X1) had a positive effect on Customer Satisfaction (Z) and the Brand Image variable (X2) had a positive effect on Customer Satisfaction (Z), and simultaneously the Digital Marketing (X1) and Brand Image (X2) variables. ) has a positive effect on Customer Satisfaction (Z). Digital Marketing (X1) has a positive effect on Repurchase Decisions (Y) and Brand Image (X2) has a positive effect on Repurchase Decisions (Y), and simultaneously Digital Marketing (X1) and Brand Image (X2) variables have a positive effect on Repurchase Decision (Y). And the Customer Satisfaction Variable as a full intervening variable.