The Influence of Digital Marketing and Influencers on Repeat Purchase Decisions Through Customer Satisfaction as an Intervening Variable at Rabers Café Medan

Abstract

Penelitian ini bertujuan untuk mengkaji pengaruh digital marketing dan influencer terhadap keputusan pembelian ulang dengan kepuasan konsumen sebagai variabel intervening pada Rabers Café di Kota Medan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 400 responden yang dipilih berdasarkan teknik purposive sampling. Analisis data secara metode Partial Least Squares Structural Equation Modeling (PLS-SEM) dipakai melalui perangkat lunak SmartPLS 4.0. Hasil penelitian menyatakan digital marketing dan influencer tidak berpengaruh secara langsung terhadap keputusan pembelian ulang. Namun, kedua variabel tersebut memiliki pengaruh signifikan terhadap kepuasan konsumen, yang selanjutnya berdampak positif terhadap keputusan pembelian ulang. Temuan ini menekankan pentingnya peningkatan kepuasan konsumen mengatur strategi pemasaran digital yang berefek untuk membangun berlangganan.

This research aims to examine the influence of digital marketing and influencers on repeat purchase decisions, mediated by customer satisfaction as an intervening variable at Rabers Café in Medan. The study adopts a quantitative approach with data collected through a structured questionnaire distributed to 400 respondents who met specific criteria. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The findings reveal that digital marketing and influencer variables do not have a direct influence on repeat purchase decisions. However, both variables significantly influence customer satisfaction, which in turn positively affects repeat purchase decisions. Therefore, customer satisfaction serves as a mediating variable in the relationship between digital marketing, influencers, and repeat purchase behavior. These results underscore the strategic importance of enhancing customer satisfaction in order to strengthen consumer loyalty through effective digital marketing and influencer engagement.