<![CDATA[This study aims to analyze the influence of digital marketing and brand equity on repurchase decisions of Uniqlo products in Manado City. The study is motivated by the increasing competition in the fashion industry and the importance of digital marketing strategies in building relationships with consumers and strengthening brand value. This research employs a quantitative approach with an associative research design. Data were collected through questionnaires from 78 respondents selected using purposive sampling technique. Data analysis was conducted using Structural Equation Modeling (SEM) based on Partial Least Square (PLS). The results indicate that digital marketing has a positive and significant effect on brand equity and repurchase decisions. Furthermore, brand equity also has a positive and significant effect on repurchase decisions. These findings demonstrate that the effectiveness of digital marketing strategies and strong brand equity play a crucial role in increasing consumers’ tendency to make repeat purchases. This study is expected to contribute theoretically to the development of marketing science and practically provide insights for companies in enhancing customer loyalty.]]>
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