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Journal : JURNAL LENTERA BISNIS

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 Abd. Jalil M. Abdul Halim Abdul Malik Abdurrahman Sadikin Adi Soeprapto Adiaksa, Baso Witman Adrian Polim Afni Yeni Afrizal Zein Agung Supriyadi Agustian Zen Ahmad Amiruddin Ahmad Mokan Ahmad Salabi Ahmatang Ahmatang Ahmatang Ahmatang Ainil Mardiah Ajeng Andriani Hapsari, Ajeng Andriani Akhirianto, Pas Mahyu Akhmad Ramli Akhmad, Noor Akmal Umar Akmal Umar Aleksander Sakalessy Alfa Santoso Budiwidjojo Putra Alfiraza, Ery Nourika Ali, Helmi Ali, St. Aminah Alimin, Erina Amri, Andi Andi Amri Andriya Risdwiyanto Anita Anita Ansar Ansar Ansar Ansar Anwar, M. Ardianto, Riski Eko Arief, Ilham Arvida Bar Asdi ASHADI, FIRMAN Asmita Wulansari Dg. Liwang Asri Ady Bakri Astuti, Enny Diah Atikah Dewi Utami Baharuddin Baharuddin Baharuddin Baharuddin Bambang Suseno Basuki Winarno, Basuki Bayu Purbha Sakti Bian Raharjo, Itot Buamonabot, Irfandi Budi Sulistiyo Nugroho Budiono, Martha Cahyadi Supyansuri Clara NM. Rotinsulu Damayanti, Yusnika darwis darwis, darwis Dedi Wahyudi Deewar Mahesa Dendy K. Pramudito Deni Gunawan Desi Ulpa Anggraini, Desi Ulpa Dewi Parwati Dewi, Chitra Dheri Febiyani Lestari Diah Astuti, Enny Diana Anggraini Kusumawati Diana Anggraini Kusumawati Diawati, Prety Diki Prayugo Wibowo Dikky Mooy Dikky Mooy Dimas Realino Dinesh Basti Farani Dorothy, Natasha Auriel Dwi Asa Verano Dwi Irnawati Dyah Handayani Dewi Eko Susanto Emi Yulia Siska Endarwati, Esti Tri Erika Erika Erina Alimin Esi Sriyanti Esti Tri Endarwati Eulis Sri Rosyidatul Badriyyah Eva Yuniarti Utami Eva Yuniarti Utami Evi Gusliana Evi Sirait Fadli, Khalikul Fahad Ramadhan Fahamsya, Arifina Fatimah Malini Lubis Fatkhuri Fatkhuri Fauzan, Tribowo Rachmat Fedianty Augustinah Fitriyatul Bilgies, Ana Frans Sudirjo Frans Sudirjo Fransiska Ekobelawati Fredi Ari Nugraha Ganoko, Marwan Ahmad Giatika Chrisnawati Gilang Pranajasakti Halimatussa'diah, Halimatussa'diah Hamdany, Mohammad Azharie Hamzah, Abd Natsir Haniwijaya Pahlawansah Harahap, Subur Harahap, Subur Hardiansyah Hardianty, Sri Haribowo, Rio Hartono Hartono Hartono Hartono Hasmirati Hasmirati Hasmirati Helmi Ali Helmi Ali Helson Hamid Hendrik ES Samosir Heri Fitriadi Hermawan Hermawan Hermawan Hermawan Hermila A Hisarma Saragih Hondor Saragih Hosaini, Hosaini Hugo Prasetyo Winotoatmojo Hugo Prasetyo Winotoatmojo I Wayan Aditya Tariana Ichwan Rahmanu Widjaja Ifadhila, Ifadhila Imanirubiarko, Sabda Islami, Nurul Ariffaeni Itot Bian Raharjo Jeffri Wuisan Lontaan Gumerung Jenny Nancy Kaligis Joulanda A. M. Rawis Judijanto, Loso Jusatria Kalalo, Rieneke Ryke Kamaruddin, Ilham Karyono Karyono Karyono Karyono Kasmara, Dwi Pratiwi Khairunnisa Khairunnisa Khairunnisa Khairunnisa Khrisna Agung Cendekiawan Kraugusteeliana Kraugusteeliana Kristina Sujila Kukuh Lukiyanto Kurniawaty Kurniawaty Kushariyadi , Kushariyadi Kushariyadi Kushariyadi Kusnadi, Iwan Henri Kusnanto Darmawan Kusuma Aghdi Rahwana Kuswinton Lazuardy Alief lenda Lumentah Leo Nardo Setia Budi Djojo Lianti Lianti LIANTI, LIANTI LISTIANA SRI MULATSIH Listiana Sri Mulatsih Lucky, Muhammad Lukiyanto, Kukuh Machin Machin Machin, Machin Made Susilawati Made Susilawati Mahendika, Devin Martha Budiono Mattalatta Mattalatta Mattalatta Mattalatta, Mattalatta MAURITZ PANDAPOTAN MARPAUNG Meillisa Carlen Mainassy Melati Dama Melinda Melinda Melinda Melinda Mila Diana Sari Mila Diana Sari, Mila Diana Misbah, Sitti Rachmi Moch Arif Hernawan Moh Gifari Sono Mohammad Rizky Yahya Mohzana Muarif Leo Muhammad Amsal Nasution Muhammad Fatkhurohman Albashori Muhammad Irsyad Elfin Mujtaba Muhammad Lucky Muhammad Lukman Hakim Muhammad Prasha Risfi Silitonga Muhammad Subandi Muhammad Syafri Muhammad Taufik Rusydi Muhammad Yusuf Muhammad Yusuf Musfirah Musfirah Musiana, Musiana Musran Munizu Mustafa, Fahrina Mustamin, Rini Naim, Sidrotun Nasution, Annio Indah Lestari Nawiyah Nawiyah Nenden Hendayani Nersiwad Ngurah Pandji Mertha Agung Durya Nina Triolita Ningsih, Warti Niska Salsiani Sinta Noor Akhmad Nooraisyah Nova Ch. 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Rumaolat, Wiwi S.Pettalongi, Sagaf Saipul Al Sukri Salim, Brian Sebastian Samosir, Hendrik ES Sandi Setiadi Saraswati, Dika Sardi Anto Sari, Chitra Indah Sari, Efti Novita Saryanto Saryanto Setiadi, Sandi Setyo, Tri Setyowulan, Endang Sarwiningsih Sipayung, Baren Sirait, Evi Siska, Emi Yulia Siti Aisyah Siti Nuryani, Siti Solkhah Mufrikhah Stellamaris Metekohy Sudirman Pabokori Sunarni Sunarni Sunarni Sunarni Surya, Sara Suryanti, Rensi Suseno Hendratmoko Susi Susanti Sutama Wisnu Dyatmika suwarsito suwarsito Syafrullah, Haidir Syamsul Syamsul T, Taryana Tahapary, Grace Hobertina Tanti Widia Nurdiani Tarigan, Nanarita Taryana Taryana, Taryana Taufik, Deni Ahmad Teguh Setiawan Wibowo Teguh Setiawan Wibowo Teheni, Muhammad Tasjidin Thahrim, Muhammad Tiryono Ruby Titin Titin Titin Titin, Titin Toalu, Apdiyani Treasa, Adisty Dwi Tri Setyo Turyandi, Itto Tuti Sulastri Tyahya Whisnu Hendratni Umi Rahmawati Umi Rahmawati Universitas Nurul Hasanah Kutacane, Siska Putri Usmar Usmar, Usmar Utami, Eva Yuniarti Vikky Renaldi Violin, Vivid Vivid Violin Warkianto Widjaja Wati, Yenny Wendy Wendy Wendy Wibowo, Teguh Setiawan Wicaksono, Rizky Rahadian Wilanda, Alifah Wilda Fatmala Wirman, Wirman Wisnu Dyatmika, Sutama WULANDARI Wulandari Wulandari Yoesoep Edhie Rachmad Zaenal Zaenal, Zaenal Zainuddin, Zainuddin Zulkifli Z Zulkifli Zulkifli