The Role of Digital Marketing and Brand Reputation in Increasing Customer Repurchase Intention at D'lawu Bistro
Abstract
This study aims to analyze the influence of digital marketing on brand reputation, the influence of brand reputation on repurchase intention, and the influence of digital marketing on customer repurchase intention at D'Lawu Bistro. This study uses a quantitative approach with an explanatory research type. The study population is D'Lawu Bistro customers who have interacted with the business through digital platforms. The research sample amounted to 120 respondents obtained based on research criteria. Data collection was carried out through questionnaires, while data analysis used the Partial Least Squares (PLS) method with the help of SmartPLS software. The results show that digital marketing has a positive and significant effect on brand reputation with a path coefficient value of 0.947 and a p-value of 0.000. Brand reputation has a positive and significant effect on repurchase intention with a path coefficient of 0.397 and a p-value of 0.000. Digital marketing is proven to have a positive and significant effect on repurchase intention with a path coefficient of 0.565 and a p-value of 0.000. Improving the quality and effectiveness of digital marketing can strengthen brand reputation while increasing customer repurchase intention. PDigital marketing has an indirect effect on repurchase intentions through brand reputation as a medium.These findings emphasize the importance of integrating digital marketing strategies and brand reputation management in retaining customers and improving the sustainability of culinary businesses.
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