THE INFLUENCE OF BRAND IMAGE AND DIGITAL MARKETING ON REPURCHASE INTENTION OF INDONESIAN MIXUE CONSUMERS WITH LIFESTYLE AS A MODERATING VARIABLE

Abstract

This study aims to research the effect of brand image and digital marketing on repurchase intention with lifestyle as a moderating variable. The population reached with a sample of 300 respondents who are Mixue Indonesia customers with an age range of 10-25 years old. Purposive sampling was used to distributing questionnaires in the form of a google form. The data processing method uses SmartPLS software to prove the truth of a hypothesis. The results of this study indicate that brand image, digital marketing, and lifestyle has a positive and significant effect on repurchase intention, but lifestyle is unable to moderate the influence of brand image on repurchase intention, and lifestyle is also unable to moderate the influence of digital marketing on repurchase intention. This research provides recommendations to the owners of the Mixue franchise regarding the steps that must be taken is to create new innovations that can support the fulfillment of the consumer's consumptive lifestyle. In addition, a good brand image for the company also needs to be improved because referring to the opinions of respondents in this study, there are still many consumers who do not know Mixue well so they have not increased maximum buying interest. Mixue is also expected to improve the quality of digital marketing so that consumers are interested in buying again.