Nadia, Nanda (2025) Pengaruh Strategi Digital Marketing Dan Brand Image Terhadap Pembelian Ulang Skincare Npure (Studi Terhadap Pelanggan Produk Skincare Npure Pada Platform Belanja Online Shopee di Surabaya). Undergraduate thesis, UPN VETERAN JAWA TIMUR.
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (Cover)
21042010264.-cover.pdf Download (2MB) |
|
Text (Bab 1)
21042010264.-bab1.pdf Download (453kB) |
|
Text (Bab 2)
21042010264.-bab2.pdf Restricted to Repository staff only until 17 September 2027. Download (530kB) |
|
Text (Bab 3)
21042010264.-bab3.pdf Restricted to Repository staff only until 17 September 2027. Download (584kB) |
|
Text (Bab 4)
21042010264.-bab4.pdf Restricted to Repository staff only until 17 September 2027. Download (1MB) |
|
Text (Bab 5)
21042010264.-bab5.pdf Download (224kB) |
|
Text (Daftar Pustaka)
21042010264.-daftar pustaka.pdf Download (257kB) |
|
Text (Lampiran)
21042010264.-lampiran.pdf Restricted to Repository staff only Download (1MB) |
Abstract
NANDA NADIA, THE INFLUENCE OF DIGITAL MARKETINGS STRATEGY AND BRAND IMAGE ON NPURE SKINCARE REPURCHASE (A Study on Npure Skincare Customers on the Shopee Online Shopping Platform in Surabaya) This study aims to analyze the influence of Digital Marketing Strategy and Brand Image on the Repurchase of Npure skincare products on the Shopee platform in Surabaya. The background of this research is based on the importance of Digital Marketing Strategy and Brand Image in encouraging repurchase behavior of Npure skincare products through the Shopee marketplace, where competition among local skincare brands is increasingly intense. This research employs a quantitative approach with an associative method and purposive sampling technique. Data were collected through questionnaires distributed to 100 respondents, who are Npure consumers in Surabaya purchasing through Shopee, and analyzed using the Partial Least Square (PLS-SEM) method. The results show that Digital Marketing Strategy has a significant effect on Brand Image, and Digital Marketing Strategy also has a significant effect on Repurchase. Likewise, Brand Image has a significant effect on Repurchase. However, Brand Image does not mediate the influence of Digital Marketing Strategy on. These findings indicate that strengthening Digital Marketing Strategy and building a positive Brand Image can enhance customer loyalty to Npure Through repusrchase behavior. Keywords: Digital Marketing Strategy, Brand Image, Repurchase, Npure, Shopee
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > HG Finance > HG4001-4285 Finance management. Business finance. Corporation finance | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Nanda Nadia | ||||||||
| Date Deposited: | 17 Sep 2025 05:13 | ||||||||
| Last Modified: | 17 Sep 2025 05:13 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/43755 |
Actions (login required)
 |
View Item |