PENGARUH DIGITAL MARKETING TERHADAP REPEAT PURCHASE DENGAN CUSTOMER ENGAGEMENT DAN CUSTOMER EXPERIENCE SEBAGAI VARIABEL INTERVENING PADA PERUSAHAAN MARKETPLACE TOKOPEDIA DI JAWA TIMUR

Daniel James Robby Susanto

Abstract


Penelitian ini mengamati pengaruh yang tercipta dari pelaksanaan kegiatan  digital marketing di sebuah Marketplace, Tokopedia. Dalam pelaksanaan  digital marketing sebagai media utamanya untuk berpromosi, maka digital marketing yang dibangun oleh suatu perusahaan haruslah mampu meningkatkan customer engagement dan customer experience suatu perusahaan. Engagement dan experience yang terbentuk, diduga berpengaruh terhadap terjadinya kegiatan pembelian  berulang. Pembelian berulang merupakan salah satu faktor krusial yang  menentukan keberlangsungan suatu perusahaan atau merek. Hasil penelitian ini menunjukan digital marketing memiliki pengaruh  positif terhadap customer engagement dan customer experience. Demikian halnya  dengan customer engagement dan customer experience berpengaruh positif dalam  terjadinya kegiatan pembelian berulang oleh konsumen.

Keywords


Digital, Marketing, Customer, Experience, Engagement, Repeat Purchase.

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