Nurfatimah, Ainun (2025) PENGARUH STRATEGI DIGITAL MARKETING DAN PENGGUNAAN PLATFORM E-COMMERCE TERHADAP REPURCHASE INTENTION DAN BRAND VISIBILITY PRODUK FASHION PAVINE DI PASAR ONLINE INDONESIA. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Transformasi digital telah mengubah lanskap bisnis secara signifikan, termasuk dalam industri fashion yang kini sangat mengandalkan strategi digital marketing dan platform e-commerce untuk meningkatkan kinerja bisnis. Penelitian ini dilakukan dengan tujuan untuk mengkaji pengaruh strategi digital marketing dan penggunaan platform e-commerce terhadap repurchase intention dan brand visibility pada brand fashion lokal Pavine di pasar online Indonesia. Penelitian ini menerapkan pendekatan kuantitatif dengan jenis penelitian eksplanatori. Data dikumpulkan melalui survei online yang melibatkan 130 konsumen yang pernah melakukan pembelian produk fashion secara daring dan berdomisili di Tangerang. Selanjutnya, data yang diperoleh dianalisis dengan menggunakan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa strategi digital marketing dan e-commerce berpengaruh positif serta signifikan terhadap repurchase intention dan brand visibility. Digital transformation has significantly changed the business landscape, including in the fashion industry, which now relies heavily on digital marketing strategies and e-commerce platforms to improve business performance. This study aims to analyze the influence of digital marketing strategies and the use of e-commerce platforms on repurchase intention and brand visibility of the local fashion brand Pavine in the Indonesian online market. This study applied a quantitative approach using an explanatory research design. Data were gathered through an online survey involving 130 consumers residing in Tangerang who had previously purchased fashion products online. The obtained data were subsequently analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) technique. The results reveal that digital strategies and e-commerce have a positive and significant effect on repurchase intention and brand visibility.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43121120023 |
| Uncontrolled Keywords: | Digital marketing, E-commerce, Repurchase intention, Brand Visibility, Fashion Online, Pavine Digital marketing, E-commerce, Repurchase intention, Brand Visibility, Online Fashion, Pavine |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | ARDIFTA DWI AFRIANI |
| Date Deposited: | 25 Feb 2026 01:31 |
| Last Modified: | 25 Feb 2026 01:31 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/101131 |
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