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Harjadi, Dikdik
Universitas Kuningan
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THE INFLUENCE OF BRAND IMAGE AND DIGITAL MARKETING ON REPURCHASE INTENTION OF REEBOK SHOES WITH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE: (A Survey of Private University Students in Kuningan Regency) Salsha Billa Azzhara Azzhara; Dikdik Harjadi; Wachjuni Wachjuni; Wely Hadi Gunawan
INDONESIAN JOURNAL OF BUSINESS AND ECONOMICS Vol. 8 No. 2 (2025): Indonesian Journal Of Business And Economics
Publisher : Universitas Kuningan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25134/trg3ft40

Abstract

This study aimed to examine the influence of brand image and digital marketing on the repurchase intention of Reebok shoes, mediated by customer satisfaction. The research used a quantitative method with a survey approach involving 140 private university students in Kuningan Regency who use Reebok shoes. Data analysis was conducted using the Partial Least Square (PLS) method with SmartPLS software. The results of the study indicate that: (1) brand image has a positive and significant influence on customer satisfaction. (2) digital marketing has a positive and significant influence on customer satisfaction. (3) brand image has a positive and significant influence on repurchase intention. (4) digital marketing has no influence on repurchase intention. (5) customer satisfaction also has a positive and significant influence on repurchase intention. (6) brand image has a significant influence on repurchase intention through customer satisfaction. (7) digital marketing has a significant influence on repurchase intention through customer satisfaction.
Co-Authors A.A. Ketut Agung Cahyawan W Abdul Aziz Agustian, Agung Gumelar Agustiani, Intan Aini Nursafaah Alawiyah, Widi Suci Amir Hamzah Anastasya, Tyas Fitria Arief Surya Lesmana Awalia, Nida Putri Ayu Siti Nurhasanah Bakar, Azizi Abu Dadang Suhardi Dede Djuniardi Dede Djuniardi Dewi Fatmasari Dikha Anugrah Diki Sagita Egi Saripudin Pratama Erga Yuhandra Eti Rusmiati Fahmi Zakariya Al Anshori Fahmi1993 Fahmi Zakariya Al Anshori Fany Oktaviani Fatmasari, Dewi Fauzi Abdillah, Fauzi Firdaus, Galih Adam Gilang Kripsiyadi Praramdana Gios Adhyaksa Haris Budiman Hendriyadi, Resnu Hidayat, Abas Ilham Akbar Indriarto, Enricho Dwi Indriyani Indriyani Indriyani Indriyani Iqbal Arraniri Irfan Aprilianto Suhara Jaelani Jaelani Juwita Juwita Karmela, Lili Komarudin*, Munir Nur Komarudin, Munir Nur Lia Kurniasih Lili Karmela F. Lili Karmela Fitriani Lisa Lismawati Mardiani, Teti Marlina Agustia Martiani, Evita Muhamad Akmal Sayidul Fadillah Muhammad Iftor Nawawi Munir Nur Komarudin Nanda Fajarwati Neng Evi Kartika Ningsih, Arum Ningsih, Liya Nok Ayu Permata Sari Novi Satria Pradja Nugraha . Nugraha Nugraha Nur Ayisiyah Nurdin Nurdin Nurdiyansyah, Erik Diyan Pasha, Riska Ayu Pina, Pina Pupu Saeful Rahmat, Pupu Saeful Purnama, Dendi Ramdani Ramdani Resky Fauzi Rifa’i, Iman Jalaludin Robi Awaluddin Roni Nursyamsu Salsha Billa Azzhara Azzhara Sifa Nurfatimah Silvia Hendriyani Siti Nurjanah Supriatna, Odang Suwari Akhmaddhian Syakiroh Vigory Gloriman Manalu Virgin Wineka Nirmala Wachjuni Wely Hadi Gunawan Wijaya, Tri Sukma Wijaya Wu, Mingchang Yasir Maulana Yuliana Fitroh