THE INFLUENCE OF BRAND IMAGE AND DIGITAL MARKETING ON REPURCHASE INTENTION OF REEBOK SHOES WITH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE

(A Survey of Private University Students in Kuningan Regency)

Abstract

This study aimed to examine the influence of brand image and digital marketing on 
the repurchase intention of Reebok shoes, mediated by customer satisfaction. The 
research used a quantitative method with a survey approach involving 140 private 
university students in Kuningan Regency who use Reebok shoes. Data analysis was 
conducted using the Partial Least Square (PLS) method with SmartPLS software. 
The results of the study indicate that: (1) brand image has a positive and significant 
influence on customer satisfaction. (2) digital marketing has a positive and 
significant influence on customer satisfaction. (3) brand image has a positive and 
significant influence on repurchase intention. (4) digital marketing has no influence 
on repurchase intention. (5) customer satisfaction also has a positive and 
significant influence on repurchase intention. (6) brand image has a significant 
influence on repurchase intention through customer satisfaction. (7) digital 
marketing has a significant influence on repurchase intention through customer 
satisfaction.