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Mulyana
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Journal : Jurnal Bisnis Manajemen dan Akuntansi

 1 
PENGARUH SOCIAL MEDIA MARKETING DAN EMAIL MARKETING TERHADAP KEPUTUSAN PEMBELIAN ULANG DENGAN CUSTOMER TRUST SEBAGAI VARIABEL MEDIASI Muhammad Rezza Aditya Pratama; Mulyana
Jurnal Bisnis Manajemen dan Akuntansi (BISMAK) Vol. 5 No. 02 (2025): Vol 5 No 2 Tahun 2025
Publisher : Universitas Duta Bangsa Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47701/bismak.v5i01.5220

Abstract

The rapid development of technology and changes in consumer behavior have encouraged retail companies to adopt digital marketing as a primary strategy to retain customers. This study aims to analyze the effect of Social Media Marketing and Email Marketing on repurchase intention at Alfamart, with Customer Trust as a mediating variable. A quantitative approach was used through explanatory research, employing purposive sampling of 150 Alfamart consumers in Semarang City who have shopped both online and offline and actively use social media and email. Data analysis was conducted using Partial Least Square–Structural Equation Modeling (PLS-SEM). The results show that Social Media Marketing has a positive and significant effect on Customer Trust and Repurchase Intention. Customer Trust also has a positive and significant effect on Repurchase Intention and mediates the relationship between Social Media Marketing and Repurchase Intention. Conversely, Email Marketing has a positive but insignificant effect on Customer Trust and a negative, insignificant effect on Repurchase Intention. The implication of this research is that companies should prioritize interactive and credible social media marketing strategies over email marketing and reassess segmentation and content personalization in email campaigns to enhance their effectiveness.
Co-Authors Abd Halim Abdullah Baharun Abelia Putri Adipratama, Firza Afendy Widayat Agung Puji Haryanto Agus Maulana Ahmad Asrof Fitri Ahmad Edi Saputra Alam, Rudy Aldi Rahman Dirta Alif, Muhammad Nur Aly Rachmat Ananingtyas S. Darmarini Ardianto Rifki Purnama Azzumar, Akmal Maulana Berliana Buana, Bima Galang Buana Budiman capriati, Erina daniel rabitha, daniel rabitha Daud Dede Kusnadi Dede Rohmat Nurjaya Dede Rohmat Nurjaya, Dede Rohmat Della, Nanda Desfa Anisa Dian Pitaloka Priasmoro, Dian Pitaloka Eko Rini farastuti Ermi Dyah Kurnia Ernawati Fajar Permana Anwar Fani Farhansyah Febriani, Nawang Wulan Gafur Ammar Santoso Handayani, Jullya Fratiwi Heni Widyaningsih, Heni Ibrahim, Fauzi Ikhsan Qodri Pramartaa Ilham Wahyudi Ira Purnamasari M. Noors Iraqi Maharani Irfan Apriliana Ivan Rivan Firdaus Jaenal Abidin Julianti P, Eva Kama Abdulhakam Kardjono Kardjono Komarudin Kusmayadi, Tendy Lesmana, Dudi Lia Angraeni Listiyapinto, Ravi Zamzam Masriani Situmorang Mega Royani mochamad renaldi Mochamad Yamin Saputra Moh Gerry Paturohman Muhamad Rifki Farid Fauzi Muhammad Alkhalish Muhammad Rezza Aditya Pratama Mumpuni, Sri Fia Munthe, Agyanata Tua Nafisah Eka Puteri Naufal, Ahmad Muzaky Nida'ul Hidayah Nida’ul Hidayah Nur Alia, Nur Nur Amalina, Ayu Nur Awalin, Faturrohman Nursalamah Siagian, Nursalamah Oktoviana Nur Ajid Petricia, Echa Putra, Sulthan Daffa Aulia Rahmawati Rasendria, Muhamad Ratna Fitria Ratri, Tanti Sekar Ridha Mustaqim Rismayadi, Alen Rivani, Vita Diah Rizal Hidayat Sagitarius Sagitarius, Sagitarius Sagittarius saputra, moch yamin Sidik, Dikdik Zafar Sinaga, Stefya Natasya Sari Sinulingga, Elyzabeth Arihta siti wulandari Sitinjak, Maria Amanda Helena SOBIRIN Sofyan, Wildhan Rahmadian Sri Harti Widyastuti Susanti, Pini Tatang Muhtar, Tatang Tegar Pramudia Laksana Tubagus Muhammad Fenter Mulya Umi Kuntari Vierto Widi Kusumah Widi Kusumah Widyastuti, Desy Wilodati Yadi Sunaryadi Yopi Kusdinar Yudi Nurcahya YUNI ASRI, YUNI Yusmawati