Eduvest - Journal of Universal Studies
Vol. 4 No. 11 (2024): Journal Eduvest - Journal of Universal Studies

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 (Unknown)

Article Info

Publish Date
20 Nov 2024

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.

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Journal Info
Eduvest - Journal of Universal Studies
Website

Abbrev

edv

Publisher

Green Publisher Indonesia

Subject

Aerospace Engineering Computer Science & IT Health Professions Neuroscience Social Sciences

Description

Eduvest - Journal of Universal Studies is a double blind peer-reviewed academic journal and open access to multidiciplinary fields. The journal is published monthly by Green Publisher Indonesia. Eduvest - Journal of Universal Studies provides a means for sustained discussion of relevant issues that ...