Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)

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

Authors
Bambang Widjajanta1, *, Eva Fauziah1, Ratih Hurriyati1, Lisnawati Lisnawati1
1Universitas Pendidikan Indonesia, Bandung, Indonesia
*Corresponding author. Email: bambangwidjajanta@upi.edu
Corresponding Author
Bambang Widjajanta
Available Online 26 June 2024.
DOI
10.2991/978-94-6463-443-3_86How to use a DOI?
Keywords
Product Innovation; Digital Marketing; Repurchase Intentions
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.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
26 June 2024
ISBN
978-94-6463-443-3
ISSN
2352-5428
DOI
10.2991/978-94-6463-443-3_86How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Bambang Widjajanta
AU  - Eva Fauziah
AU  - Ratih Hurriyati
AU  - Lisnawati Lisnawati
PY  - 2024
DA  - 2024/06/26
TI  - Enhancing Repurchase Intentions in Local Fast Food Chains: Unraveling the Influence of Product Innovation and Digital Marketing
BT  - Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)
PB  - Atlantis Press
SP  - 657
EP  - 662
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-443-3_86
DO  - 10.2991/978-94-6463-443-3_86
ID  - Widjajanta2024
ER  -