Analyze the effect of Digital Marketing on the Repurchase Intention of boycott products through Customer Satisfaction, Customer Relationship Management and Brand Equity
This study aims to analyze the effect of Digital Marketing on Repurchase Intention on products affiliated with the boycott movement, involving mediation variables, namely Brand Equity, Customer Satisfaction, and Customer Relationship Management (CRM). The background of this study is the rise of consumer boycott movements against products that are considered to support political or humanitarian issues, thus affecting consumption patterns and customer loyalty.
This study uses a quantitative approach with Structural Equation Modeling (SEM) analysis techniques through AMOS software. The number of respondents was 304, who were selected through the purposive sampling method, with the criteria of having bought or used products affected by the boycott.
The results showed that Digital Marketing does not directly affect the Repurchase Intention, but indirectly through mediation variables. Digital Marketing has a significant effect on Brand Equity, CRM, and Customer Satisfaction, all three of which then have a significant effect on Repurchase Intention. This indicates that the effectiveness of digital marketing strategies in encouraging repeat purchases depends on brand perception, quality of customer relationships, and customer satisfaction levels.
These findings provide important implications for the development of mediation theory in digital marketing, as well as for business practitioners to design value-oriented communication strategies and long-term relationships, particularly in the face of social pressures such as boycotts.
Keywords: Digital Marketing, Brand Equity, Customer Satisfaction, CRM, Repurchase Intention, product boycott
