PENGARUH DIGITAL MARKETING TERHADAP REPURCHASE INTENTION PADA PRODUK PRO ISRAEL YANG DIBOIKOT MELALUI VARIABEL CUSTOMER SATISFACTION, CUSTOMER RELATIONSHIP MANAGEMENT, DAN BRAND EQUITY

NON FATMA ALKATIRI, - (2025) PENGARUH DIGITAL MARKETING TERHADAP REPURCHASE INTENTION PADA PRODUK PRO ISRAEL YANG DIBOIKOT MELALUI VARIABEL CUSTOMER SATISFACTION, CUSTOMER RELATIONSHIP MANAGEMENT, DAN BRAND EQUITY. Magister thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Tujuan dari penelitian ini adalah untuk melihat seberapa besar pengaruh Digital Marketing terhadap Repurchase Intention pada produk yang terafiliasi dengan gerakan boikot, dengan melibatkan variabel mediasi yaitu Brand equity, Customer Satisfaction, dan Customer relationship management (CRM). Latar belakang penelitian ini adalah maraknya gerakan boikot konsumen terhadap produk produk yang dianggap mendukung isu isu politik atau kemanusiaan, sehingga memengaruhi pola konsumsi dan loyalitas pelanggan. Pendekatan kuantitatif digunakan dalam penelitian ini dengan analisis menggunakan Structural Equation Modeling (SEM), melalui software AMOS. Jumlah responden sebanyak 304 orang, yang dipilih melalui metode purposive sampling, dengan kriteria pernah membeli atau menggunakan produk yang terkena boikot. Data yang diperoleh dari penelitian ini menunjukkan bahwa Digital Marketing tidak berpengaruh langsung terhadap Repurchase Intention, namun berpengaruh secara tidak langsung melalui variabel mediasi. Digital Marketing berpengaruh signifikan terhadap Brand equity, CRM, dan Customer Satisfaction, yang ketiganya kemudian berpengaruh signifikan terhadap Repurchase Intention. Hal ini mengindikasikan bahwa efektivitas strategi Digital Marketing dalam mendorong pembelian ulang bergantung pada persepsi merek, kualitas relasi dengan pelanggan, dan tingkat kepuasan pelanggan. Temuan ini memberikan implikasi penting bagi pengembangan teori mediasi dalam pemasaran digital, serta bagi praktisi bisnis untuk merancang strategi komunikasi yang berorientasi pada nilai dan hubungan jangka panjang, khususnya dalam menghadapi tekanan sosial seperti boikot. **** The purpose of this study is to examine the influence of digital marketing on repurchase intention for products affiliated with the boycott movement, using mediating variables such as brand equity, customer satisfaction, and customer relationship management (CRM). The background to this study is the rise of consumer boycott movements against products perceived to support political or humanitarian issues, thus influencing consumption patterns and customer loyalty. This research employed a quantitative approach, employing Structural Equation Modeling (SEM) analysis using AMOS software. A total of 304 respondents were selected through purposive sampling, with the criteria being that they had purchased or used the boycotted product. The data collected in this study revealed that digital marketing does not directly influence repurchase intention, but does have an indirect effect through mediating variables. Digital marketing significantly influences brand equity, CRM, and customer satisfaction, all of which significantly influence repurchase intention. This indicates that the effectiveness of digital marketing strategies in driving repeat purchases depends on brand perception, the quality of customer relationships, and the level of customer satisfaction. These findings provide important implications for the development of mediation theory in digital marketing, as well as for business practitioners to design communication strategies that are oriented towards long-term values and relationships, especially in the face of social pressures such as boycotts

Item Type:	Thesis (Magister)
Additional Information:	1). Prof. Usep Suhud, Ph.D. ; 2). Prof. Dr. Mohamad Rizan, S.E., M.M.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S2 Manajemen
Depositing User:	Non Fatma Alkatiri .
Date Deposited:	04 Aug 2025 05:41
Last Modified:	04 Aug 2025 05:41
URI:	http://repository.unj.ac.id/id/eprint/57620

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