DETERMINANTS OF REPURCHASE INTENTION: PRODUCT VARIETY, DIGITAL PROMOTION AND CUSTOMER ENGAGEMENT AMONG ALFAMIDI CUSTOMERS IN MEDAN CITY
Keywords:
Product Variety, Digital Promotion, Customer Involvement, Repurchase Intention, AlfamidiAbstract
This study was motivated by the intense competition in the modern retail sector and the suboptimal repurchase intention of Alfamidi customers in Medan City, as reflected in issues related to product variety, the effectiveness of digital promotion, and customer involvement. This study aims to analyze the effects of these three variables, both partially and simultaneously, on repurchase intention. The research employed an associative quantitative approach using non-probability sampling with an accidental sampling technique. The sample consisted of 150 Alfamidi customers in Medan City. Data were collected through questionnaires and interviews and analyzed using multiple linear regression, t-tests, F-tests, and the coefficient of determination. The results indicate that product variety, digital promotion, and customer involvement each have a positive and significant effect on repurchase intention. Customer involvement was found to have the strongest relative effect, with a standardized beta coefficient of 0.426 and a contribution of 26.07%. Simultaneously, the three variables significantly affect repurchase intention, with an R Square value of 0.577, indicating that they explain 57.7% of the variation in repurchase intention. Compared with previous studies that reported inconsistent findings for these variables, this study provides an integrated examination of all three factors within a single model in the context of modern retail. The findings imply that Alfamidi should prioritize customer involvement while simultaneously strengthening product variety and digital promotion
References
A’yun, S. K., & Fitra, J. (2023). Pengaruh kualitas produk, variasi produk, dan celebrity endorser terhadap minat beli ulang Scarlett Whitening Body Lotion. Journal of Digital Business and Management, 2(1), 44–54. https://doi.org/10.32639/jdbm.v2i1.278
Acropora, R. (2022). Peran mediasi customer brand engagement pada produk ramah lingkungan. Journal of Advances in Digital Business and Entrepreneurship, 1(2).
Aditya Wardhana. (2024). Perilaku Konsumen di Era Digital. Eureka Media Aksara.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Al Bahri, M., & Murtadho, K. (2025). Pengaruh digital marketing dan customer trust terhadap repurchase intention melalui keputusan pembelian. Journal of Artificial Intelligence and Digital Business (RIGGS), 4(3), 4108–4121. https://doi.org/10.31004/riggs.v4i3.2593
Amanda, H. F. (2026). Pengaruh Dimensi Keterlibatan Konsumen terhadap Niat Beli Konsumen pada Produk Pakaian Olahraga Reavers ID.
Anshu, K., Gaur, L., & Singh, G. (2022). Impact of customer experience on attitude and repurchase intention in online grocery retailing: A moderation mechanism of value co-creation. Journal of Retailing and Consumer Services, 64, Article 102798. https://doi.org/10.1016/j.jretconser.2021.102798
Astuti, C. W., & Abdurrahman. (2022). Pengaruh social media marketing dan brand trust terhadap minat beli ulang dengan kepuasan pelanggan sebagai variabel intervening. Journal of Advances in Digital Business and Entrepreneurship, 1(2), 33–49.
Az Zahra, A., & Lubis, N. W. (2024). Pengaruh store atmosphere dan variasi produk terhadap minat beli ulang pada New Sudu Café. Jurnal Masharif Al-Syariah: Jurnal Ekonomi dan Perbankan Syariah, 9(4). https://doi.org/10.30651/jms.v9i4.23656
Bormane, S., & Putans, R. (2022). Importance of integrated marketing communication in the digital promotion of products and ideas in private and public sectors. Dalam Proceedings of the 13th AHFE International Conference on Human Factors, Business Management and Society. AHFE International.
Czinkota, M. R., Kotabe, M., Vrontis, D., & Shams, S. M. R. (2021). An Overview of Marketing (hlm. 1–42).
Deliana, N. (2022). Pengaruh kualitas website dan kualitas layanan terhadap minat beli ulang melalui kepuasan dan kepercayaan konsumen Shopee. Jurnal Indonesia Sosial Teknologi, 3(3), 358–369. https://doi.org/10.59141/jist.v3i03.377
Desara, T., Verinita, V., Maruf, M., & Hidayat, T. (2021). Enhancing repurchase intention in retail: The role of customer satisfaction, service quality, and product assortment. Enrichment: Journal of Management, 12(1), 325–329. https://doi.org/10.35335/enrichment.v12i1.221
Dewi, N. P. M. A., Atmaja, N. P. C. D., & Mane, D. (2024). The effect of product variety, brand image and social media marketing on repurchase interest in fashion Wearmade products. Journal of International Conference Proceedings, 7(5). https://doi.org/10.32535/jicp.v7i5.3804
Dewi, N. P. T. D., & Darma, G. S. (2024). Capturing lifestyle shopping experience, customer reward, customer engagement, customer satisfaction and online repurchase intention. Quantitative Economics and Management Studies, 5(5), 1123–1131. https://doi.org/10.35877/454RI.qems2893
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., et al. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, Article 102168.
Ernantyo, Y. E., & Febry, T. (2022). Pengaruh implementasi digital marketing dan customer relationship marketing terhadap kepuasan konsumen dan minat beli ulang pada Kafe Kisah Kita Ngopi. Konsumen & Konsumsi: Jurnal Manajemen, 1(2), 107–128. https://doi.org/10.32524/kkjm.v1i2.740
Erpurini, W., Alamsyah, D. P., & Putri, R. A. (2023). Strategi promosi digital dalam menarik minat beli konsumen PT Sinverho Energi Indonesia. Sosmaniora: Jurnal Ilmu Sosial dan Humaniora, 2(1), 95–107.
Febriani, S., Prastyorini, J., Wijonarko, G., & Mudayat. (2026). Pengaruh digital marketing dan kepuasan terhadap repurchase intention melalui e-trust sebagai mediasi konsumen e-commerce Tokopedia. Jurnal Administrasi Bisnis (JUTRANIS), 3(1).
Giningroem, D. S. W. P., Roosdhani, M. R., Komaryatin, N., & PR, M. R. P. (2024). The interplay of social media marketing activities, customer involvement, and repurchase intention in public transportation services. Journal of Advanced Studies in Management, 1(2), 53–60.
Hasanudin. (2023). Pengaruh citra merek, harga, dan digital marketing terhadap minat beli ulang konsumen UMKM ritel minuman HAUS. Jurnal Ilmiah Universitas Batanghari Jambi, 23(3), 3501–3508. https://doi.org/10.33087/jiubj.v23i3.4531
Herzallah, F., Abosamaha, A. J., Salameh, S. M., & Alhayek, M. (2025). Social commerce attributes, customer engagement and repurchase intention in social commerce platforms: A stimulus-organism-response approach. Journal of Open Innovation: Technology, Market, and Complexity, 11, Article 100635. https://doi.org/10.1016/j.joitmc.2025.100635
Hidayat, Y. R., & Komaryatin, N. (2025). The influence of digital marketing and social media engagement on repurchase intention with customer trust as a mediating variable in fast food. Golden Ratio of Mapping Idea and Literature Format, 6(1), 1147–1163. https://doi.org/10.52970/grmilf.v6i1.1758
Hsu, C.-L. (2023). Enhancing brand love, customer engagement, brand experience, and repurchase intention: Focusing on the role of gamification in mobile apps. Decision Support Systems, 174, Article 114020. https://doi.org/10.1016/j.dss.2023.114020
Hutasoit, S. T. M., & Saputro, A. H. (2024). Pengaruh promosi, kualitas pelayanan, dan pengalaman pembelian terhadap minat beli ulang di marketplace Lazada. JEMSI: Jurnal Ekonomi, Manajemen, dan Akuntansi, 10(1), 654–663. https://doi.org/10.35870/jemsi.v10i1.2065
Katona, Á. (2022). Customer involvement: A systematic literature review of the definition, measurement, and innovation outcomes. Vezetéstudomány/Budapest Management Review, 53(5), 59–69.
Kencana, A. K., Ulfah, A., Safitri, W., Hidayah, N., Widiantoro, B., Sakti, M. A. P., et al. (2024). Pendampingan branding dan digital promotion pada UMKM kerupuk bawang putih Kelurahan Selat Hulu Kabupaten Kapuas. Abdimas Siliwangi, 7(1), 173–183.
.
Khumairoh, S., Rahayu, L. P., Safitri, U. R., Suryana, A. K. H., & Anggorowati, L. S. (2024). Analisis pengaruh iklan, varian, dan kualitas pelayanan terhadap keputusan pembelian roti brownies pada Toko Amanda Brownies di Boyolali. Ekobis: Jurnal Ilmu Manajemen dan Akuntansi, 12(1), 59–70.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from Traditional to Digital. John Wiley & Sons.
Kotler, P., Keller, K. L., & Chernev, A. (2021). Marketing Management (16th ed., Global ed.). Pearson Education.
Kulathunga, N., Laknath, R., & Abeywickrama, H. N. (2024). The impact of digital marketing strategies on consumer repurchase intention in the food and beverage industry: A study in Colombo District, Sri Lanka. Journal of Business Research and Insights, 10(2). https://doi.org/10.31357/jbri.v10i02.7963
Lena, S. V. V. (2022). Bauran pemasaran (marketing mix) 4P dan 7P. Dalam A. Sudirman (Ed.), Marketing 4.0: Konsep dan Implementasinya (hlm. 13–28). Media Sains Indonesia.
Lourenço, C. E., Hair, J. F., Zambaldi, F., & Ponchio, M. C. (2022). Consumer brand engagement concept and measurement: Toward a refined approach. Journal of Retailing and Consumer Services, 68, Article 103053. https://doi.org/10.1016/j.jretconser.2022.103053
Majeed, M., Asare, C., Fatawu, A., & Abubakari, A. (2022). An analysis of the effects of customer satisfaction and engagement on social media on repurchase intention in the hospitality industry. Cogent Business & Management, 9(1), Article 2028331. https://doi.org/10.1080/23311975.2022.2028331
Muthiah, M., & Mariah, M. (2025). Pengaruh variasi produk dan kualitas produk terhadap keputusan pembelian pada produk Jazzmyn Natural. Journal of Development Economics and Digitalization, Tourism Economics, 2(1), 143–158.
Nitami, M., Yani, R. N., Firdaus, F., Susanto, D. B., Diman, B., Fadillah, N., Aprillia, R., & Fujari, I. (2024). Digital marketing as a strategy to increase sales and consumer satisfaction. Deleted Journal, 6(2), 54–69. https://doi.org/10.61992/jiem.v6i2.104
Noviaristanti, S. (Ed.). (2022). Contemporary Research on Business and Management. CRC Press.
Nurmalasari, A., & Wijaya, N. H. S. (2022). Consumer satisfaction, consumer-brand identification, and repurchase intention. Jurnal Maksipreneur: Manajemen, Koperasi & Entrepreneurship, 12(1), 1–1. https://doi.org/10.30588/jmp.v12i1.931
Prabowo, A., & Risal, T. (2023). Peran Enterpreneurial Orientation Dan Social Media Marketing Terhadap Peningkatan Strategi Bersaing (Umkm) Coffe Shop Pada Era Modern Customer Di Kota Medan. Jurnal Menara Ekonomi: Penelitian dan Kajian Ilmiah Bidang Ekonomi, 9(1).
Prabowo, A., Adam, A. A., Subhan, Z. N., Tanjung, Y., Parhusip, A. A., & Deviana, A. Irwansyah.(2025). Sustainable Business Practices in Coffee Shops: The Role of Marketing Innovation, Digital Marketing, and Branding Innovation Through Market Development. International Journal of Accounting and Economics Studies, 12 (6), 43, 50. https://doi.org/10.14419/p0k0pc78
Prabowo, A., Dewi, A. F., Parhusip, A. A., Wijaya, M. R., & Tanjung, Y. (2025). MODERN ENTERPRENEURSHIP (Enterpreneurial Mindset: Cara Berpikir Yang Mengubah Ide Menjadi Realitas). Serasi Media Teknologi.
Prabowo, A., Wahyuni, E. S., Tanjung, Y., Wijaya, M. R., & Adam, A. A. (2025). Manajemen Pemasaran (Strategi Pemasaran Era Digital: Menguasai Tren dan Teknologi Sebagai Konsep Baru Meningkatkan Penjualan). Serasi Media Teknologi.
Priyanto, R. (2024). Pengaruh variasi produk, kualitas produk, dan kualitas pelayanan terhadap minat beli ulang konsumen pada Toko Prahasta Purbalingga. EKOMA: Jurnal Ekonomi, Manajemen, Akuntansi, 3(2). https://doi.org/10.56799/ekoma.v3i2.2923
Putra, P. M. D., Pandanarum, S., Wardoyo, P., & Kuswardani, D. C. (2025). Peran Keterlibatan Pelanggan dalam Meningkatkan Minat Beli Ulang pada SPBU Coco 41.573.01 Pertamina di Solo.
Putri, D. A., & Mubarok, D. A. A. (2025). Pengaruh keragaman produk, kualitas pelayanan, dan harga terhadap minat beli ulang konsumen pada Apotek Ricky Farma Abadi Kabupaten Bandung. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(2), 6730–6471. https://doi.org/10.31004/riggs.v4i2.1715
Rizky, F., Besra, E., & Suziana. (2025). Pengaruh word of mouth dan social media marketing terhadap repurchase intention pada usaha Della Decoration di Dharmasraya dengan brand image sebagai variabel intervening. Jurnal Ekonomi Manajemen Sistem Informasi, 6(6), 3733–3744. https://doi.org/10.38035/jemsi.v6i6.5466
Rosidah, R. (2024). Pengaruh promosi digital dan inovasi rasa terhadap minat beli konsumen pada produk frozen sweet potato di PT Galih Estetika Indonesia. Inkubis: Jurnal Ekonomi dan Bisnis, 6(2), 54–65.
Saputra, B. D., Gultom, H. C., & Darmaputra, M. F. (2025). Pengaruh digital marketing terhadap minat beli ulang dengan brand trust sebagai variabel intervening: Studi kasus pada produk Teh Kota Cabang Sekaran UNNES Semarang. Journal of Artificial Intelligence and Digital Business (RIGGS), 4(4), 4477–4484. https://doi.org/10.31004/riggs.v4i4.4302
Saputri, L. O. (2022). Pengaruh Ease of Use, Keamanan, Promosi Penjualan, dan Keterlibatan Pelanggan terhadap Minat Beli Ulang pada Aplikasi Shopee.
Septi, S. P., & Nurtjahjadi, E. (2023). Pengaruh Kualitas Produk dan Harga terhadap Minat Beli Ulang Konsumen Hand and Body Lotion Marina di Kota Bandung.
Sitorus, F., & Oktavia, Y. (2024). Pengaruh word of mouth, sertifikasi halal, dan variasi produk terhadap minat beli ulang produk Mixue Batam. NUSANTARA: Jurnal Ilmu Pengetahuan Sosial, 11(1), 289–294.
Subbian, P., & Selvamani, P. (2021). Audience perception and response towards digital marketing elements. Turkish Online Journal of Qualitative Inquiry, 12(8).
Sudirjo, F., et al. (2024). Teori Perilaku Konsumen dan Strategi Pemasaran. Penerbit MAFY.
Sugiyono. (2022). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Sulaiman, D., & Azhar, A. (2025). The influence of online promotion through celebrity endorsement on consumer buying interest. Pedagogic Research-Applied Literacy Journal, 2(1), 158–163. https://doi.org/10.70574/fx77h867
Sun, Z., Zhao, H., & Wang, Z. (2021). How does group-buying website quality for social commerce affect repurchase intention? Evidence from Chinese online users. Asia Pacific Journal of Marketing and Logistics, 34(10), 2109–2129. https://doi.org/10.1108/APJML-04-2021-0231
Szmigin, I., & Piacentini, M. (2022). Consumer Behaviour (3rd ed.). Oxford University Press.
Tanjung, S., & Prabowo, A. (2025). Analisis social media marketing dan customer relationship marketing terhadap kepuasan konsumen Sikologi Coffee. Economic and Education Journal (Ecoducation), 7 (3), 975–989.
Tuten, T. L. (2024). Social Media Marketing (5th ed.). SAGE Publications.
Utami, D. I. (2022). Pengaruh customer experience dan variasi produk terhadap minat beli ulang Bittersweet by Najla Cabang Depok. Jurnal Ilmiah Multidisiplin, 1(4), 33–42. https://doi.org/10.56127/jukim.v1i04.143
Utomo, C. A., & Ibau, S. (2023). Keterlibatan pelanggan, ekuitas pelanggan, dan niat beli ulang pada aplikasi seluler. Journal of Management and Social Sciences, 1(3), 163–172.
Utomo, C. A., Ibau, S., & Ellyawati, J. (2023). Keterlibatan pelanggan, ekuitas pelanggan, dan niat beli ulang pada aplikasi seluler. Journal of Management and Social Sciences, 1(3), 163–172. https://doi.org/10.59031/jmsc.v1i3.165
Wardhana, A. (2024). Consumer Behavior in the Digital Era 4.0: Edisi Indonesia. CV Eureka Media Aksara.
Welong, A. O. F., Kurniawati, D., & Handayani, W. P. P. (2024). Pengaruh information quality, product variety, dan delivery service terhadap kepuasan konsumen. JIMEK: Jurnal Ilmiah Mahasiswa Ekonomi, 7(2), 286–299.
Wulandari, E. W. (2024). Pengaruh Varian Produk, Promosi Penjualan, dan Kepuasan Pelanggan terhadap Minat Beli Ulang: Studi Kasus Cafe ST Coffee and Relation Pangkalan Bun.
Yanti, S. D., Astuti, S., & Safitri, C. (2023). Pengaruh pengalaman belanja online dan kepercayaan terhadap minat beli ulang pada aplikasi TikTok Shop. Jurnal EMT KITA, 7(1), 47–61.
Yucha, N., & Febrianti, P. (2024). Pengaruh Perceived Value dan Promosi terhadap Minat Beli Ulang di Tokopedia.
Yuliana, H., & Pratiwi, A. (2024). Pengaruh variasi produk, cita rasa, dan kualitas pelayanan terhadap minat beli ulang konsumen: Survei pada Kopi Janji Jiwa Karanganyar. Jurnal Ilmiah Ekonomi dan Manajemen, 2(7). https://doi.org/10.61722/jiem.v2i7.1952
Zaichkowsky, J. L. (2010). Consumer involvement. Dalam J. N. Sheth dan N. K. Malhotra (Eds.), Wiley International Encyclopedia of Marketing. John Wiley & Sons Ltd.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2027 Rezah Hose Alfredo, Austin Alexander Parhusip
This work is licensed under a Creative Commons Attribution 4.0 International License.
