Pengaruh Pemasaran Digital, Penetapan Harga, dan Kepercayaan Pelanggan terhadap Minat Beli Ulang Jasa Nailart pada Shibynail
DOI:
https://doi.org/10.30640/digital.v5i2.6631Keywords:
Customer Trust, Digital Marketing, Nail Art Services, Pricing, Repurchase IntentionAbstract
This study aims to analyze the influence of digital marketing, pricing, and customer trust on consumers’ repurchase intention. The research employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to consumers who had previously purchased the product. The data were analyzed using multiple linear regression with the assistance of statistical software. The results indicate that, partially, digital marketing does not have a significant effect on repurchase intention, with a significance value of 0.135 (> 0.05). Pricing also does not have a significant effect on repurchase intention, with a significance value of 0.793 (> 0.05). Meanwhile, customer trust has a positive and significant effect on repurchase intention, with a t-value of 13.513 and a significance level of < 0.001 (< 0.05). These findings suggest that customer trust is the most dominant factor influencing consumers’ repurchase intention compared to digital marketing and pricing. Based on the findings, companies are advised to improve service quality, maintain product quality consistency, and strengthen relationships with customers in order to enhance customer trust, which in turn can increase repurchase intention.
References
Abdullah, A., Machmud, R., & Juanna, A. (2024). Pengaruh Kepercayaan Konsumen dan Pengalaman Pembelian Terhadap Minat Beli di Online Shop Shopee (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Universitas Negeri Gorontalo). Jurnal Ilmiah Wahana Pendidikan, 10(7), 102–114. https://doi.org/10.5281/zenodo.10969309
Abdullah, T., & Tantri, F. (2013). Manajemen Pemasaran. PT Raja Grafindo Persada.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
Aningtyas, E. S., & Supriyono, S. (2022). Pengaruh Kepercayaan, Persepsi Harga, dan Ulasan Produk Terhadap Minat Beli Ulang Produk Zoya di Outlet Kediri. Jurnal Ilmiah Universitas Batanghari Jambi, 22(3), 1592–1597. https://doi.org/10.33087/jiubj.v22i3.2588
Ardianto, K., Nuriska, F. P., & Nirawati, L. (2020). BELI ULANG EMINA PADA OFFICIAL STORE. Jurnal Ilmiah Manajemen Ubhara, 2(2), 62–72. https://scholar.archive.org/work/wnerqsmd5rclrgtkniqfw6bsuy/access/wayback/http://jurnal.ubharajaya.ac.id/index.php/manajemen-ubhara/article/download/759/pdf
Arinza, A., & Irda. (2021). Pengaruh Pengalaman Belanja, Dan Kemudahan Penggunaan Terhadap Minat Beli Ulang Secara Online Di Tokopedia (Studi Kasus Pada Mahasiswa Universitas Bung Hatta). Kumpulan Executive Summary Mahasiswa Prodi Manajemen Wisuda Ke 76 Tahun 2021, 19(2), 1–3. https://ejurnal.bunghatta.ac.id/index.php/JFEK/article/view/19212
Athar, H. S., Anwardin, K., & Saufi, A. (2021). Pengaruh Daya Saing , Harga , dan Kualitas Pelayanan terhadap Keberlangsungan Usaha. ALEXANDRIA (Journal of Economics, Business, & Entrepreneurship), 2(1), 2–6. https://doi.org/10.29303/alexandria.v2i1.29
Chinomona, R. (2013). The Influence Of Brand Experience On Brand Satisfaction, Trust And Attachment In South Africa. International Business & Economics Research Journal (IBER), 12(10), 1303–1316. https://doi.org/10.19030/iber.v12i10.8138
Ekowati, S., & Finthariasari, M. (2020). Pengaruh Harga Dan Promosi Terhadap Keputusan Pembelian Produk Pada Eleven Cafe Bengkulu. Jurnal Ilmiah Akuntansi, Manajemen & Ekonomi Islam (Jam-Ekis), 1(1), 108–124. https://www.researchgate.net/profile/Meilaty-
Firdaus, M. (2008). Manajemen Agribisnis. Bumi Aksara.
Goel, R., Sahai, S., Krishnan, C., Singh, G., & Bajpai, C. (2017). Social Sciences & Humanities An Empirical Study To Enquire The Effectiveness Of Digital Marketing In The Challenging Age With Reference To Indian Economy. Social Sciences & HumanitieS, 25(4), 1569–1584. http://www.pertanika.upm.edu.my/resources/files/Pertanika PAPERS/JSSH Vol. 25 (4) Dec. 2017/06 JSSH(S)-0503-2017-5thProof.pdf
Gurviesz, A., & Korchia, M. (2011). Proposal for Multidimensional Brand Trust Scale. In 32nd Emac-Conference. Glasgow: Emac.
Hansen, & Mowen. (2013). Manajemen Biaya Edisi Bahasa Indonesia. Salemba Empat.
Hasan, A. (2018). Pengaruh Citra Merek, Kualitas Produk Dan Harga Terhadap Minat Beli Pakaian. Indonesoan Indovisi Institute, 1(1), 83–104.
Kasmir. (2013). Analisis Laporan Keuangan (Ed. 5). PT RajaGrafindo Persada.
Kotler, P. (2019). Manajemen Pemasaran. Prenhalindo.
Kotler, P., & Amstrong, G. (2013). Prinsip-prinsip Pemasaran (Ed. 12). Erlangga.
Kotler, P., & Amstrong, G. (2016). Prinsip-prinsip Pemasaran. Erlangga.
Kotler, P., & Armstrong, G. (2008). Principles of Marketing (17th ed.). Pearson/Prentice Hall. https://dl.icdst.org/pdfs/files4/6d0a8463fc6caaf1bf454e7ca1177ddb.pdf
Kotler, P., & Armstrong, G. (2016). Pinciples of Marketing (16th ed.). Pearson.
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson Education. https://open.lib.umn.edu/principlesmarketing/
Kotler, P., & Keller, E. L. (2016). Marketing Management. Pearson Education. https://www.scribd.com/document/470975892/Kotler-P-Keller-K-L-Brady-M-Goodman-M-Hanser-T-2016-Marketing-management-pdf
Kotler, P., & Keller, K. . (2010). Marketing Management (12th ed.). Dorling Kindersley Pvt. Ltd.
Kotler, P., & Keller, K. L. (2012). Marketing Management. Erlangga. https://archive.org/details/isbn_9780132103046
Kotler, P., & Keller, K. L. (2018). Marketing Management. Pearson Prentice Hall.
Krisnawati, I., Ubaidi, I. A., Rais, H., & Batu, R. L. (2019). Strategi Digital Marketing dalam Perdagangan Hasil Tani untuk Meningkatkan Pendapatan Kabupaten Karawang. Jurnal Ilmiah Ekonomi Global Masa Kini, 10(02), 70–75. https://doi.org/10.36982/jiegmk.v10i2.838
Lucyantoro, B. I., & Rachmansyah, M. R. (2017). Penerapan Strategi Digital Marketing , Teori Antrian Terhadap Tingkat Kepuasan Pelanggan ( Studi Kasus di MyBCA Ciputra World Surabaya ). EKONOMIKA45: Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan, 5(1), 38–57. https://jurnaluniv45sby.ac.id/index.php/ekonomika/article/download/63/60
Maharani, A. D., & Darmastuti, I. (2010). Analisis Pengaruh Kepercayaan dan Kepuasan Terhadap Loyalitas Pelanggan Tabungan Bank Mega Semarang. Skripsi. Dipublikasikan (Online). Universitas Diponegoro.
Marlius, D., & Jovanka, N. (2023). Pengaruh Harga Dan Promosi Terhadap Keputusan Pembelian Konsumen Y.O.U Pada Hasanah Mart Air Haji. Jurnal Economina, 2(2), 476–490. https://doi.org/10.55681/economina.v2i2.326
Morgan, R. ., & Hunt, S. . (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(1), 20–38. https://doi.org/10.1177/002224299405800302
Mowen, J. C., & Minor, M. (2001). Consumer Behavior: A Framework. Prentice Hall.
Mumtaz, F., & Yuliviona, R. (2022). Pengaruh kemudahan penggunaan dan citra merek terhadap minat beli ulang dengan kepuasan konsumen sebagai variabel mediasi bagi pengguna layanan grabfood pada aplikasi grab di kota padang. E-Jurnal Bung Hatta, 1(1), 3–4. https://share.google/PYTnO7enJWkUxQIS0
Nugroho, B. A. (2005). Strategi Jitu Memilih Metode Statistik Penelitian dengan SPSS. Andi Offset.
Nugroho, J. S. (2013). Perilaku Konsumen. Kencana.
Peter, J. P., & Olson, J. C. (2014). Consumer Behavior And Marketing Strategy. McGrawHill.
Prathama, F., & Sahetapy, L. (2019). Kepercayaan Konsumen Terhadap Minat Beli Ulang Konsumen E-Commerce Lazada. Agora, 7(1), 1–6. https://media.neliti.com/media/publications/287015-pengaruh-kemudahan-penggunaan-aplikasi-d-15bd1760.pdf
Purnomo, E. (2016). Pengaruh Harga, Kualitas Produk dan Lokasi terhadap Minat Beli Konsumen dalam Membeli Beras Lokal [Universitas Pasir Pengaraian]. http://repository.upp.ac.id/698/
Revella, A. (2015). Buyer Personas: How to Gain Insight into your Customer’s Expectations, Align your Marketing Strategies, and Win More Business. John Wiley & Sons, Inc.
Rizky, M. F., & Yasin, H. (2014). Pengaruh Promosi Dan Harga Terhadap Minat Beli Perumahan Obama Pt. Nailah Adi Kurnia Sei Mencirim Medan. Jurnal Ilmiah Manajemen Dan Bisnis, 14(02), 135–143. https://jurnal.umsu.ac.id:444/index.php/mbisnis/article/download/182/126
Santosa, M., & Vanel, Z. (2022). Strategi Digital Marketing Mg Setos Hotel Semarang Dalam Meningkatkan Revenue Di Masa Pandemi. Jurnal Penelitian Dan Pengembangan Sains Dan Humaniora, 6(2), 234–242. https://doi.org/10.23887/jppsh.v6i2.50088
Santoso, G. E. M., & Mahargiono, P. B. (2023). Pengaruh Kepercayaan, Harga Dan Kualitas Produk Terhadap Minat Beli Ulang Konsumen Pada Kosmetik Wardah (Studi Kasus Pada Mahasiswi Stiesia Surabaya). Jurnal Ilmu Dan Riset Manajemen (JIRM), 12(8), 1–10. https://jurnalmahasiswa.stiesia.ac.id/index.php/jirm/article/view/5485
Sasmita, A. A., & Athar, H. S. (2024). Pengaruh Kualitas Produk dan Persepsi Harga Terhadap Minat Beli Ulang Smartphone Samsung Pada Masyarakat Kota Mataram. Alexandria (Journal of Economics, Business, & Entrepreneurship), 5(2), 222–227. https://doi.org/10.29303/alexandria.v5i2.666
Schiffman, L. G., Kanuk, L. L., & Kumar, S. R. (2010). Consumer Behavior (10th ed.). Pearson.
Schiffman, L., & Kanuk, L. (2015). Perilaku Konsumen. Indeks.
Soegoto, E. S. (2013). Marketing Research The Smart Way to Solve a Problem. Elex Media Komputindo.
Stephen, M. R. (2011). Trust and Relationship Marketing. McGraw-Hill.
Sugiyono. (2018). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Sunyoto, D. (2015). Strategi pemasaran. Center for Academic Publishing Service (CAPS).
Tjiptono, F. (2008). Strategi Pemasaran. Andi.
Tjiptono, F. (2014). Pemasaran Jasa. Andi.
Tjiptono, F. (2015). Strategi pemasaran. Andi.
Tjiptono, F. (2018). Strategi Pemasaran Prinsip & Penerapan (1st ed.). CV. Andi.
Wardhana, A. (2015). Strategi Digital Marketing Dan Implikasinya Pada Keunggulan Bersaing Ukm Di I
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Restina Febriani, Handry Sudhiarta Athar
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
