The Effect of Digital Marketing and Customer Trust on Repurchase Intention of Ms Glow Products

Suaharni Rahayu

doi:10.59890/ijfbm.v4i1.183

Authors

Suaharni Rahayu Universitas Pamulang

DOI:

https://doi.org/10.59890/ijfbm.v4i1.183

Keywords:

Digital Marketing, Customer Trust, Purchase Intention

Abstract

The purpose of this study was to determine the effect of digital marketing and customer trust on purchase intention among MS Glow customers in Pamulang. This study was quantitative with a sample of 100 respondents using the Slovin formula. The results of simple linear regression showed the equation Y = 14.233 + 0.264X₁ with a correlation of 0.769, and R² 0.591, meaning that digital marketing influences purchase intention by 59.1%. The t-test showed t-count 11.898> t-table 1.984 (sig. 0.001), so the hypothesis was accepted. The customer trust analysis produced the equation Y = 19.512 – 0.007X₂ with a correlation of 0.840 and R² 0.705. Multiple regression showed Y = 0.817 + 0.321X₁ + 0.637X₂ with an Adjusted R² of 0.741, and the F test was significant.

References

Aferonika, S., & Setiawan, R. (2021). Analisis top brand index kosmetik Somethinc di Indonesia. Jurnal Ekonomi dan Bisnis, 9(1), 45–55.

Andini, R., & Hidayat, M. (2024). Pengaruh ulasan online terhadap kepercayaan konsumen e-commerce. Jurnal Manajemen Digital, 6(2), 22–33.

Andrade, C. (2021). A student’s guide to the classification and operationalization of variables in the conceptualization and design of a clinical study: Part 1. Indian Journal of Psychological Medicine, 43(2), 177–180. https://doi.org/10.1177/0253717621996477

APJII (Asosiasi Penyelenggara Jasa Internet Indonesia). (2023). Laporan Survei Internet Indonesia 2023. Jakarta: APJII.

Atika, D., Rahayu, F., & Hasanah, I. (2021). Strategi digital marketing dalam meningkatkan penjualan online. Jurnal Ilmu Komunikasi dan Bisnis, 5(2), 14–27.

Aferonika, S., & Setiawan, R. (2021). Analisis brand Somethinc dan loyalitas konsumen kosmetik lokal Indonesia. Jurnal Manajemen Bisnis, 7(3), 33–48.

Bermeo-Giraldo, L. M. (2022). Digital marketing factors and their impact on business performance: A systematic review. Journal of Digital Marketing Research, 10(1), 45–59.

Bowen, J. T., & Chen, S.-L. (2001). The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management, 13(5), 213–217.

Buttle, F. (2009). Customer relationship management: Concepts and tools (2nd ed.). Oxford: Butterworth-Heinemann.

Chen, C., Chang, Y., & Lin, J. (2022). Customer trust and digital brand experience in e-commerce environments. Frontiers in Psychology, 13, 1–14.

Cindrakasih, D. (2022). Perkembangan pengguna internet di Indonesia tahun 2022. Jurnal Teknologi Informasi Indonesia, 4(3), 50–63.

Dwivedi, Y. K., Hughes, D. L., Baabdullah, A. M., & Dennehy, D. (2021). Digital marketing in the era of data-driven business. Journal of Business Research, 134, 1–13.

Fill, C., & Turnbull, S. (2016). Marketing communications: Discovery, creation and conversations (7th ed.). Harlow: Pearson Education Limited.

Flavián, C., Guinalíu, M., & Gurrea, R. (2006). The role played by perceived usability, satisfaction and consumer trust on website loyalty. Information & Management, 43(1), 1–14.

Gefen, D. (2000). E-commerce: The role of familiarity and trust. Omega, 28(6), 725–737.

Gremler, D. D., & Brown, S. W. (1996). Service loyalty: Its nature, importance, and implications. Advances in Services Marketing and Management, 5, 171–183.

Hasibuan, M. S. P. (2016). Manajemen: Dasar, pengertian, dan masalah (Edisi Revisi). Jakarta: Bumi Aksara.

Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762–1800.

Hendricks, A., Singh, J., & Ramaswamy, V. (2024). Digital consumer trust and engagement in AI-driven marketplaces. Frontiers in Digital Marketing, 2(1), 22–35.

Khamitov, M., Grégoire, Y., & Suri, A. (2024). Trust and distrust in marketing: A meta-analytic integration and future directions. Journal of Marketing, 88(3), 1–27.

Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. Hoboken, NJ: John Wiley & Sons.

Luwiska, A. (2021). Penerapan digital marketing dan media sosial dalam bisnis kosmetik lokal. Jurnal Komunikasi dan Pemasaran, 8(2), 55–64.

Moorman, C., Soli, L., & Cardoso, A. (2022). Data-driven marketing and decision making. Journal of Consumer Research, 49(3), 455–472.

Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38.

Ningrum, D. R., Fauzi, M., & Rahman, F. (2021). Analisis kepercayaan pelanggan terhadap teknologi belanja online di masa pandemi. Jurnal Ekonomi Digital Indonesia, 3(4), 112–123.

Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(Special Issue), 33–44.

OWOX. (2024). Digital marketing KPIs and performance metrics: 2024 report. Retrieved from https://owox.com

Riyanjaya, F., & Andarini, D. (2022). Pengaruh kualitas produk dan digital marketing terhadap niat beli ulang konsumen Somethinc. Jurnal Ilmu Ekonomi dan Bisnis Digital, 5(2), 88–97.

Ryan, D. (2016). Understanding digital marketing: Marketing strategies for engaging the digital generation (4th ed.). London: Kogan Page.

Ryan, D. (2020). Digital marketing: Integrating strategy and practice. New York: Routledge.

Sari, N., Putri, D., & Handayani, L. (2019). Analisis faktor penyebab rendahnya kepercayaan konsumen terhadap kosmetik online. Jurnal Riset Pemasaran Indonesia, 7(1), 56–67.

Siahaan, R., & Sitompul, E. (2021). Analisis kepercayaan pelanggan terhadap kosmetik halal dan non-halal di Indonesia. Jurnal Manajemen dan Bisnis Digital, 5(1), 77–89.

Sugiyono. (2022). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.

Wijaya, P., & Putri, A. (2023). Relationship-driven digital marketing: Building consumer trust in social media platforms. Jurnal Pemasaran Modern Indonesia, 9(2), 65–78.

Yunita, E., & Rofelawaty, D. (2018). Kepercayaan konsumen dalam transaksi online: Analisis perilaku belanja digital di Indonesia. Jurnal Manajemen dan Bisnis Online, 2(1), 23–34.