Fresha Kharisma, Ika Diyah Candra Arifah, Achmad Kautsar, Renny Sari Dewi
The development of technology and information has changed consumer behavior. Hence, the marketing strategy challenge lies in how effectively it can increase awareness, conversion, and repurchase behavior as the determinants of e-commerce business sustainability. This study explores the influence of digital marketing, brand awareness, and customer relationship management on repurchase intention, with brand trust mediating variables in the e-commerce marketplace. The research analysis tool is SmartPLS 3.0, which shows an influence between digital marketing, customer relationship marketing, and brand trust on repurchase intention. Hence, digital marketing, customer relationship management, and brand awareness must be considered by digital marketers in the e-commerce marketplace to increase repurchase intention. The research is expected to provide managerial implications in the form of contributions to the e-commerce marketplace regarding how effectively digital marketing can reach consumers and inform them about new products, offers, discounts, or promotions that increase conversion rates in the e-commerce marketplace. © 2024 IEEE.
Universitas Negeri Surabaya, Digital Business, Surabaya, Indonesia
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