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Saipul Al Sukri
Fakultas Ekonomi Dan Ilmu Sosial Universitas Islam Negeri Sultan Syarif Kasim
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Journal : JURNAL LENTERA BISNIS

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ANALISIS PENGARUH CONTENT MARKETING, DIGITAL PROMOTION DAN BRAND TRUST TERHADAP REPURCHASE INTENTION KONSUMEN SHOPEE INDONESIA Kushariyadi Kushariyadi; Vivid Violin; Ichwan Rahmanu Widjaja; Fedianty Augustinah; Muhamad Risal Tawil; Saipul Al Sukri
JURNAL LENTERA BISNIS Vol. 14 No. 2 (2025): JURNAL LENTERA BISNIS, MEI 2025
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v14i2.1574

Abstract

Repurchase is an important indicator that a bond has been established between the product brand and customer trust. Over time, repurchase behavior can lead to consumer loyalty. Positive experiences that consumers have after using a particular product or receiving quality service help to build emotional bonds and trust. These elements become crucial when consumers decide to make future purchases to fulfill their needs and desires. This research is qualitative in nature, involving interviews and analysis of the influence of each independent variable—namely content marketing, digital promotion, and brand trust—on repurchase intention. The study involved 30 respondents who are Shopee consumers in Indonesia. The results indicate that content marketing, digital promotion, and brand trust all have an influence on repurchase intention. The recommendation for company management is to provide training to enhance competence, innovation, and creativity, especially for the digital marketing team, so they are capable of designing high-quality digital content that can also be used effectively for digital promotional activities. Another suggestion is to tighten the system related to product and service quality, in order to build consumer trust in the brand.
Co-Authors Abdiana Ilosa Abdiana Ilosa Abdiana Ilosa Abdiana Ilosa, Abdiana Achmad Ghozali Adi Kurniawan Afandi, Syed Agung Afrinaldy Rustam Agusra, Dodi Ahmad Fauzi Amanda Dwi Putri Annesa Adriyani Aprilia, Puput Arif Rahman Asepma Hygi Prihastuti Bimmo Dwi Baskoro Cakranegara, Pandu Adi Darni Darni Darni Darni Darni Darni Darni Diansanto Prayoga Didit Hadayanti Dwi Ermayanti Susilo Efrilina, Shelvya Erdayani, Rizki Ermansyah, Ermansyah Evelyn Wijaya Febri Yuliani Fedianty Augustinah Ferby Mutia Edwy Fery Riyanto GS , Achmad Daengs Hakmi Wahyudi Harahap, Nur Hebat Hasim As'ari Hendrajaya - Hendrik Chen Hijratul Aswad Hijratul Aswad Ichwan Rahmanu Widjaja Ilham Cahyo, Dwi Irfan Ridha Irsyad Kamal Juliana, Juliana Julina Julina Julina Julina Jusmarni Jusmarni, Jusmarni Kamalia Kamalia Kiki Joesyiana Kok Shiong Pong Kushariyadi Kushariyadi Layla Hafni S Miran, Ikas Misrofingah Misrofingah Muhamad Risal Tawil Muhammad Hasyim Muhammad Yusuf Muliani, Nur Muslim Afandi Muslim muslim Nasrullah Djamil Novfitri Syuryadi Novian Novian, Novian Novita, Ulfiah Nur Halimah Nurrahmi Hayani Nuryanti Nuryanti Pratiningsih, Vony Prihastuti, Asepma Hygi Putra, Ilham Chanra Rahmadeni Rahmadeni Rahmadeni Rahmadeni Ratih Kusumastuti Restu Agusti Riani, Indah Ricca Angreini Ridha, Irfan Riki hanri malau Rio Puja Kesuma Rizaldi Putra Romus, Mahendra Roymon Panjaitan RR. Ella Evrita Hestiandari Rudiadi Rudiadi Rudiadi, Rudiadi Rudianto Rudianto Rusdi Rusdi Siti Khaeromah Siti Nur Azizah Siti Patimah Sofyan, Deviana Sonia Sischa Eka Putri Suci Ramadhani Suryani, Devi Syafitri, Bunga Syuryadi, Novfitri Tengku Akmaruddin Vivid Violin Vony Pratiningsih Wan Muhamad Kudri Yanti Ernalia Yanti Ernalia Yutiandry Rivai Zikri Aidilla Syarli Zulfahmi Zulfahmi Zulfahmi Zulfahmi Zulfahmi Zulfahmi Zulfahmi zulfahmi Zulhaida Zulhaida Zulhaida, Zulhaida