Analisis pengaruh digital marketing terhadap repeat purchase dengan customer engagement dan customer experience sebagai variabel intervening pada layanan pesan-antar makanan GoFood di Surabaya

Annabelle Victoria Santoso


Kemajuan teknologi, internet, dan smartphone meningkatkan jumlah pengguna layanan digital di Indonesia. Salah satunya adalah layanan pesan-antar makanan secara online. GoFood merupakan salah satu pelopor layanan pesan-antar makanan yang aktif melakukan strategi digital marketing untuk menjangkau gen Z dan milenial yang menjadi target pasarnya. Penelitian ini bertujuan untuk menganalisis pengaruh dari digital marketing terhadap repeat purchase dengan customer engagement dan customer experience sebagai variabel intervening pada layanan GoFood. Penelitian ini dilaksanakan dengan menyebarkan kuesioner kepada 100 responden yang merupakan pelanggan GoFood di wilayah Surabaya. Teknik analisa yang digunakan adalah teknik kuantitatif dengan metode path analysis.


digital marketing; customer engagement; customer experience; repeat purchase

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