Analisis Strategi Digital Marketing, Kualitas Layanan, dan Citra Merek terhadap Keputusan Pembelian Ulang Produk Make Over pada Toko House Beauty & Parfume, Kota Langsa, Aceh

Abstract

This study aims to look at the effect of digital marketing, service quality, and brand image on repurchase decisions for Make Over products at the House Beauty & Parfume Store in Langsa City, Aceh. With a background that shows marketing strategies and competitors in the beauty industry, this study focuses on three main variables, namely digital marketing strategies, service quality and brand image which will provide insight into the factors that influence repurchase decisions. The research method used is quantitative research with an associative approach. The population in this study were all purchasing customers of Toko House Beauty & Parfume, Langsa City, Aceh who had the criteria of using MakeOver products, buying at least two Make Over products. The Slovin formula was used to calculate the sample size of 130 respondents who were taken using accidental sampling technique. Data collection was carried out through a questionnaire designed with a Likert scale. Data analysis with statistical analysis using SPSS 27 to measure respondents' perceptions of digital marketing strategies, service quality, brand image and repurchase decisions. The results showed that digital marketing Digital Marketing has a positive and significant effect on repurchase decisions with a positive and significant effect on repurchase decisions thitung (3,446) > ttabel (1,978) and significant (0,001) < α (0,05), n addition, service quality also has a positive and significant effect on repurchase decisions with a positive and significant effect on repurchase decisions thitung (6,848) > ttabel (1,978) and significant (0,000) < α (0,05), and finally brand image also has a positive and significant effect on repurchase decisions thitung (2,334) > ttabel (1,978) and significant (0,021) < α (0,05). Simultaneously, the three variables have a positive and significant impact on repurchase decisions. This study provides recommendations for the management of Toko House Beauty & Parfume to continue to improve digital marketing strategies, service quality and brand image in order to achieve more frequent repurchase decisions, which in turn can increase customer loyalty and competitiveness in the cosmetics market.