Pengaruh Digital Marketing dan Influencer terhadap Keputusan Pembelian Ulang Produk melalui Kepuasan Konsumen sebagai Variabel Intervening di Rabers Café Medan

Abstract

This research aims to examine the influence of digital marketing and influencers on repeat purchase decisions, mediated by customer satisfaction as an intervening variable at Rabers Café in Medan. The study adopts a quantitative approach with data collected through a structured questionnaire distributed to 400 respondents who met specific criteria. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The findings reveal that digital marketing and influencer variables do not have a direct influence on repeat purchase decisions. However, both variables significantly influence customer satisfaction, which in turn positively affects repeat purchase decisions. Therefore, customer satisfaction serves as a mediating variable in the relationship between digital marketing, influencers, and repeat purchase behavior. These results underscore the strategic importance of enhancing customer satisfaction in order to strengthen consumer loyalty through effective digital marketing and influencer engagement.