TREN TRANSFORMASI BISNIS: DAMPAK INOVASI PRODUK DAN DIGITAL MARKETING PADA REPURCHASE INTENTION MELALUI BRAND IMAGE
Keywords:
Product Innovation, Digital Marketing, Brand Images, Repurchase IntentionAbstract
In a fiercely competitive business era, a company's success is not only determined by the products or services it offers, but also by its ability to truly understand and fulfil customers' needs and wants through its products and digital marketing. By understanding customers deeply, companies can design effective marketing strategies that focus on creating sustainable satisfaction for customers, so as to make customers loyal and willing to buy products again. This study aims to analyse the role of brand image in mediating the effect of product innovation and digital marketing on repurchase intention. The sampling technique used in this study is a non-probability sampling technique, namely purposive sampling. The data analysis technique used in this research is partial least square (PLS). The results showed that product innovation and digital marketing have a positive and significant effect on repurchase intention and brand image is able to mediate product innovation and digital marketing on repurchase intention. In an effort to increase repurchases, companies must focus on developing product innovation and digital marketing strategies..
Downloads
References
Abdjul, R., Soegoto, A. S., & Soepeno, D. (2018). Analisis Pengaruh Inovasi Produk, Kualitas Pproduk Dan Brand image Terhadap Keputusan Pembelian Mobil Nissan Grand Livina Pada Pt. Wahana Wirawan Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 6(4).
Ajzen, I., & Fishbein, M. (1975). A Bayesian analysis of attribution processes. Psychological bulletin, 82(2), 261.
Allahham, M., & Ahmad, A. (2024). AI-induced anxiety in the assessment of factors influencing the adoption of mobile payment services in supply chain firms: A mental accounting perspective. International Journal of Data and Network Science, 8(1), 505-514.
Ana, Z., Nujum, S., & Selong, A. (2024). Pengaruh Digital Marketing Dan Brand Image Terhadap Loyalitas Konsumen Aplikasi Shopee Di Kota Makassar Dengan Mediasi Repurchase Intention. Economics and Digital Business Review, 5(1), 325-338.
Andi Wijaya, Riskyawan. 2021. Pengaruh Inovasi Produk, Efektivitas Iklan, Dan Kepercayaan Merek Terhadap Minat Beli Smartphone (Study Empiris Pada Smartphone Merek OPPO). Skripsi. Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Muhamandiyah Surakarta.
Ayu Widianita . (2022). Peran Kepuasaan Pelanggan Dalam Memediasi Pengaruh Inovasi Produk Terhadap Niat Pembelian Ulang Produk Pakian Merek Lanakila Di Bali. E-Jurnal Manajemen, 1277-1296.
Bag, S., Srivastava, G., Bashir, M. M. A., Kumari, S., Giannakis, M., & Chowdhury, A. H. (2022). Journey of customers in this digital era: Understanding the role of artificial intelligence technologies in user engagement and conversion. Benchmarking: An International Journal 29(7), 2074-2098
Chin, W.W. 1998. The Partial Least Squares Approach for Structural Equation Modeling. In Marcoulides, G.A. (Ed). Mahwah, NJ: Lawrence ErlbaumAssociates.
Cika Melian. (2023). Pengaruh Digital Marketing, Customer Experience dan Customer Trust Terhadap Repurchase Intention Secara Online Produk Kosmetik Wardah. Jurnal Simki Economic, Volume 6 Issue 2, 242-254.
Ellitan, L., Sindarto, J., Agung, D. A. J. J. o. E., & Business. (2023). The Influence of Brand Image and Product Innovation on Customer Repurchase Intention through The Mediation of Customer Satisfaction Towards Indomie.4(1), 32-45.
Ernantyo , F. (2022). Pengaruh Implementasi Digital Marketing Dan Customer Relationship Marketing Terhadap Kepuasaan Konsumen Dan Repurchase IntentionPada Kafe Kisah Kita Ngopi. K&K_Jurnal Manajemen, Vol. 1, No. 2.
Hair.J. F. Black,W. C., Babin, B. J. and Andersen, R. E. 2010. Multivariate Data Analysis, Seventh Edition. New Jersey : Prentice-Hall.
Hasan, M. (2021). Attitudinal components and repurchase intention with the mediating role of personality traits: case of Bangladeshi mobile handset users. International Journal of Asian Business and Information Management (IJABIM), 12(1), 94-108.
Imbayani, I., Wardana, I., & Giantari, I. (2023). Emerging trends in data analysis in enhancing brand resonance in private universities: the role of university-specific servitization experiences and asset specificity. International Journal of Data and Network Science, 7(4), 1963-1974.
Imbayani, I., & Gama, A. W. S. (2015). The Influence of Electronic Word of Mouth (E-Wom), Brand Image, Product Knowledge on Purchase Intention. Jurnal Ekonomi & Bisnis JAGADITHA, 5(2), 145-153.
Joni Santika. (2019). Peran Brand Image Dalam Mmemediasi Pengaruh Kualitas Produk Terhadap Miat Beli Ulang . E-Jurnal Manajemen, Vol. 8, No. 10 : 6139-6158.
Kotler, Philip., dan Gary Armstrong., (2019), Principles of Marketing, 14th Ed, Prentice Hall, Jakarta.
Manullang, M. (2017). Manajemen Sumber Daya Manusia. Cita Pustaka Media Perintis. Medan.
Nisar TM, Whitehead C (2016) Brand interactions and social media: Enhancing user loyalty through social networking sites. Computers in Human Behavior, 62: 743-753.
Putra, Made Yuda Sedana. Sagir,Junaidi. & Hilmiati. 2021.Pengaruh Inovasi Dan Kualitas Produk Terhadap Minat BelUlang Konsumen BreadtalkLombok Epicentrum Mall. Distribusi-Journal of Management and Business, 9(1),55-68.
Setyawati, A . (2018). Hubungan Kondisi Lingkungan Rumah Dan Perilaku Keluarga Dengan Kejadian Pneumonia Pada Balita Di Wilayah Kerja Puskesmas Demangan Kota Madiun. Jurnal Kesehatan Masyarakat Cendekia Utama, 6(2), Pp, 103–116.
Sugiyono, M. (2019). Pendekatan Kuantitatif, Kualitatif, dan R & D . (cetakan ke-23). Bandung: Alfabeta.
Taghipourian, M., & Noormohammadan, H. 2017. The Role of Customer Based Brand Equity on the Brand Resonance in Buying the Insurance Policy. Journal of Administrative Management, Education Training 13(1), 175-188.
Zheng, X., Lee, M., & Cheung, C. M. (2017). Examining e-loyalty towards online shopping platforms: The role of coupon proneness and value consciousness. Internet Research 27(3), 709-726.
