Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Eduvest - Journal of Universal Studies
Novrianto, Rizky Dwi
Unknown Affiliation
Aerospace Engineering Computer Science & IT Health Professions Neuroscience Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Analysis of The Influence of Digital Marketing Strategy on Repurchase Intention with Competitive Advantage and Perceived Brand Interactivity as Mediating Variables at OKI-I Okonomiyaki Shop, Malang City Novrianto, Rizky Dwi
Eduvest - Journal of Universal Studies Vol. 4 No. 11 (2024): Journal Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v4i11.44770

Abstract

This research analyzed the influence of Digital Marketing Strategy on Repurchase Intention with Competitive Advantage and Perceived Brand Interactivity as moderating variables at Kedai Oki-I Okonomiyaki, Malang City. The research method used a descriptive explanatory approach with multiple linear regression analysis, path analysis, and hypothesis testing techniques. The research population was 700 visitors with a sample of 255 respondents taken by proportional random sampling. Data were collected through questionnaires and processed using SPSS version 25. The results showed that Digital Marketing Strategy had a significant positive effect on Repurchase Intention, Competitive Advantage, and Perceived Brand Interactivity. Competitive Advantage and Perceived Brand Interactivity also had a significant positive effect on Repurchase Intention and moderated the influence of Digital Marketing Strategy on Repurchase Intention.
Co-Authors