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

Bambang Widjajanta; Eva Fauziah; Ratih Hurriyati; Lisnawati Lisnawati

doi:10.2991/978-94-6463-443-3_86

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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_86 How 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: 10.2991/978-94-6463-443-3_86
ISSN: 2352-5428
DOI: 10.2991/978-94-6463-443-3_86 How to use a DOI?
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

ris enw bib

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  -

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