The Influence of Digital Marketing on Repurchase Intentions Mediated by Trust in the Shopee Marketplace in Denpasar City

Abstract

The rapid development of the Internet has a big impact on all aspects, including the business world. Internet usage has changed people's consumption behaviour from conventional shopping become to online shopping, especially through marketplaces. A marketplace is a place for selling also marketing products and services using Internet, one of which marketplaces in Indonesia is Shopee. Research objectives to explain the impact of digital marketing on repurchase intentions mediated by trust in the marketplace Shopee. The research was conducted in Denpasar City with a total sample of 100 respondents with using purposive sampling method. The data analysis technique used was path analysis, Sobel test, and VAF test. Calculations were performed using IBM SPSS Version 22 software. The results on the research turn to digital marketing and trust has a positive and significant impact on repurchase intention, digital marketing has a positive and also significant impact on trust, and trust is positively and significantly as a mediate variable impactef the digital marketing. This research is expected to provide empirical studies in management science, especially marketing, and can be a consideration for Shopee companies and sellers indesigning and developing product marketing strategies related to digital marketing, trust, and repurchase intentions.