Komariyah, Nur (2026) Pengaruh Konten Marketing dan Kualitas Layanan Online terhadap Pembelian Ulang Melalui Loyalitas Merek pada Sayuran Twelve’s Organic. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the influence of Marketing Content and E-Service Quality on Repurchase through Brand Loyalty as a mediating variable. This study uses a quantitative approach with a survey method. Data were obtained by distributing questionnaires to 90 respondents who met the research criteria with a purposive sampling technique. The data obtained were analyzed using the Structural Equation Model (SEM) with the help of SmartPLS software. The results showed that marketing content and online service quality had a positive and significant effect on repeat purchases of Twelve’s Organic customers. Marketing content and e-service quality also had a positive and significant effect on brand loyalty. In addition, brand loyalty was proven to have a positive and significant effect on repeat purchases and was able to partially mediate the relationship between marketing content and e-service quality on repeat purchases of Twelve’s Organic customers. This study provides practical implications for Twelve's Organic that can be done to increase customer repeat purchases including optimizing the effectiveness of content marketing, improving the quality of online services, and strengthening brand loyalty through sustainable customer relationship management. Keywords: brand loyalty, digital marketing, e-service quality, repurchase
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | NUR KOMARIYAH - | ||||||||||||
| Date Deposited: | 27 Jul 2026 07:27 | ||||||||||||
| Last Modified: | 27 Jul 2026 07:27 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/58219 |
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