THE EFFECT OF DIGITAL MARKETING AND PRODUCT INNOVATION ON REPURCHASE DECISIONS THROUGH CONSUMER SATISFACTION MEDIATION

Zelicia Trixy Fatiha, Heny Sidanti, Dian Citaningtyas Ari Kadi

Abstract


This study aims to obtain empirical evidence regarding the influence of Digital Marketing and Product Innovation On Repurchase Decisions, Mediated by Consumer Satisfaction, among MSMEs in the Pahlawan Street Center (PSC) area of Madiun City. The study employs a quantitative approach with a descriptive research design. The sample consists of 385 respondents selected using purposive sampling. Data were collected via questionnaires and analyzed using SPSS 25. The results indicate that digital marketing and product innovation have a positive and significant influence on both repurchase decisions and consumer satisfaction. Consumer satisfaction also has a positive and significant influence on repurchase decisions. Furthermore, consumer satisfaction was found to mediate the influence of digital marketing and product innovation on repurchase decisions among MSMEs in the Pahlawan Street Center (PSC) area of Madiun City.


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