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All Journal International Journal of Economics, Management and Accounting
Marlina, Herli
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Live streaming, E-Promotions and Content Marketing on Repurchase Intentions with Customer Satisfaction as an Intervening Variable (Case Study on Local Brand Jiniso) Marlina, Herli; Rizan, Mohamad; Ferry Wibowo, Setyo
International Journal of Economics, Management and Accounting (IJEMA) Vol. 1 No. 8 (2024): January
Publisher : Lafadz Jaya Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47353/ijema.v1i8.90

Abstract

This research aims to determine the effect of live streaming, e-promotions and marketing content on repurchase intention with customer satisfaction as an intervening variable for the local brand Jiniso. This research uses quantitative research using purposive sampling and using a sample of 200 people. The data collection technique uses a questionnaire. Data analysis using the SEM LISREL 8.8 application. The research results show that live streaming have a positive and significant effect on repurchase intention, e-promotions have a positive and significant effect on repurchase intention, marketing content have a positive and significant effect on repurchase intention, customer satisfaction can mediate the influence of live streaming on repurchase intention. Customer satisfaction can mediate the influence of e-promotions on repurchase intention and customer satisfaction can mediate the influence of marketing content on repurchase intention.
Co-Authors Ferry Wibowo, Setyo Mohamad Rizan