Enhancing Repurchase Intentions in Local Fast Food Chains: Unraveling the Influence of Product Innovation and Digital Marketing
Bambang Widjajanta- Eva Fauziah- Ratih Hurriyati- L. Lisnawati

Universitas Pendidikan Indonesia

Abstract

This study aims to determine the Effect of Product Innovation and Digital Marketing on Repurchase Intentions, study at local fastfood chain in Indonesia. The type of research used in this research is verification by describing and explaining the variables studied and then drawing conclusions. 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 fairly high category. Product Innovation and Digital Marketing have a positive and significant influence on Repurchase Intentions. The results of this study show that the application of Product Innovation and Digital Marketing encourages Repurchase Intentions of local fast food in Indonesia. Digital Product Innovation and Digital Marketing have a positive and significant influence on ocal fast food consumers^ Repurchase Intentions in Indonesia.

Keywords: Product Innovation,Digital Marketing, Repurchase

Topic: Marketing Management, Relationship Marketing, Service Marketing