Peran Digital Marketing dan Interactivity dalam Brand Image dan Minat Beli Ulang Produk Geoff Max The Role of Digital Marketing and Interactivity in Brand Image and Repurchase Intention for Geoff Max Products
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Abstract
Previous research findings on the effects of digital marketing and interactivity on brand image and repurchase intention remain mixed, particularly regarding direct effects and the mediating role of brand image. This study aimed to analyze the effects of digital marketing and interactivity on brand image and repurchase intention for Geoff Max products, while also testing the role of brand image as a mediating variable. The study employed a quantitative approach with a survey design involving 100 Geoff Max consumers as respondents. Data were collected through a questionnaire and analyzed using the SEM-PLS method. The results showed that digital marketing had a positive and significant effect on brand image, whereas interactivity did not show a significant effect. Brand image had a significant effect on repurchase intention, while digital marketing and interactivity did not show significant direct effects on repurchase intention. Mediation testing also provided no evidence that brand image mediated the relationships of either digital marketing or interactivity with repurchase intention. These findings clarify the distinction between direct effects among variables and the mediating role of brand image in the context of Geoff Max consumers. This study concludes that digital marketing plays a role in shaping brand image and that brand image is associated with repurchase intention, although the mediation relationships tested were not confirmed. In practical terms, the findings inform companies’ considerations when optimizing digital marketing and strengthening brand image through consistent marketing communication and the articulation of product value relevant to consumer needs.
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