The Influence of Digital Marketing, e-Trust and e-Service Quality to Repeat Purchase Decision on PT Freshnel Kreasindo Perkasa of Satisfaction as Mediation Variable

Sriyanto Sriyanto, Suadi Sapta Putra

Abstract


Abstract: PT Freshnel Kreasindo Perkasa has customers who travel for umrah every year. Do these consumers make repeat purchases at the same place with digital marketing, electronic trust and electronic service quality programs with moderating variable satisfaction? In this study research uses a quantitative approach, a sample population of 110 respondents from PT Freshnel Kreasindo Perkasa consumers was used. The sample collection technique was random sampling. Technical collection data uses a survey by distribute questionnaires to be filled via Google form as an instrument. The method analysis in this research uses Structural Equation Modeling Partial Least Square (SEM PLS) with the Applcation Smart PLS 3.0. The research show digital marketing and satisfaction have a direct positive and significant influence to repurchase decisions for consumers of PT Fresnel Kreasindo Perkasa, while electronic trust, electronic service quality directly have a positive insignificant influence on consumers' decisions to repurchase at PT Freshnel Kreasindo Perkasa. Digital marketing indirect have a positive insignificant influence on consumers' decisions to make repeat purchases at PT Freshnel Kreasindo Perkasa through consumer satisfaction. Meanwhile, electronic trust and electronic service quality indirect have a positive significant influence on PT Freshnel Kreasindo Perkasa consumer repurchase decisions.

Keywords: digital marketing, electronic trust, electronic service quality, satisfaction and repurchase decisions

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References


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