Enhancing Repurchase Intentions in Local Fast Food Chains: Unraveling the Influence of Product Innovation and Digital Marketing

Bambang Widjajanta (), Eva Fauziah, Ratih Hurriyati and Lisnawati Lisnawati
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Bambang Widjajanta: Universitas Pendidikan Indonesia
Eva Fauziah: Universitas Pendidikan Indonesia
Ratih Hurriyati: Universitas Pendidikan Indonesia
Lisnawati Lisnawati: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023), 2024, pp 657-662 from Springer

Abstract: Abstract This study aims to determine the Effect of Product Innovation and Digital Marketing on Repurchase Intentions at a local fast-food chain in Indonesia. The type of research used in this research is verification by describing and explaining the variables studied and then concluding. The sample in this study used a purposive method of 200 respondents. The analysis technique used is Structural Equation Modeling (SEM) analysis. The findings of this study indicate that the description of Product Innovation and Digital Marketing on Repurchase Intentions is in a reasonably high category. Product Innovation and Digital Marketing positively and significantly influence Repurchase Intentions. The results of this study show that the application of Product Innovation and Digital Marketing encourages the Repurchase Intentions of local fast food in Indonesia. Digital Product Innovation and Digital Marketing positively and significantly influence local fast-food consumers’ Repurchase Intentions in Indonesia.

Keywords: Product Innovation; Digital Marketing; Repurchase Intentions (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-443-3_86

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