Pengaruh Brand Image terhadap Repurchase Intention dengan Digital Marketing sebagai Variabel Moderasi pada Pengguna Sepatu Nike di Kota Semarang The Effect of Brand Image on Repurchase Intention with Digital Marketing as a Moderating Variable among Nike Shoe Users in Semarang City

Crossmark

Article Sidebar

Page Numbers: 3052-3069
Download PDF
Published: Dec 23, 2025
Digital Object Identifier: 10.58578/arzusin.v5i6.8462
Save this to:
Save to Mendeley Download RIS

Article Metrics:
Viewed: 157 times
Downloaded: 100 times
Article can trace at:

Author Fee:
Free Publication Fees for Foreign Researchers (USD 0.00)
Check for article on SINTA:

LYAS Publisher cordially invites qualified professionals to serve as Editors or Reviewers. Your expertise will make an important contribution to maintaining and strengthening the academic quality of our publications. Interested applicants are kindly requested to complete the application form at the following link: Editors & Reviewers

Connected Papers:
Connected Papers


Please feel free to contact us if you need any further information about the submission process or if you have any additional questions.


Authors:
Muhammad Safi’I1*, Heru Sulistyo2
Copyright :

Authors retain copyright and grant the journal right of first publication.

Explore Our Journals
Find the journal that best fits your research. If this journal does not match your manuscript’s scope, explore our portfolio below to select a more suitable publication venue.

Main Article Content

Muhammad Safi’I
Universitas Islam Sultan Agung
Heru Sulistyo
Universitas Islam Sultan Agung

Abstract

The increasingly intense competition in the sports shoe industry requires companies not only to rely on product quality but also to build a strong brand image and optimize digital marketing strategies to sustain consumer loyalty, particularly among athletes. This study aimed to analyze the effect of brand image on repurchase intention and to examine the role of digital marketing as a moderating variable among athlete users of Nike shoes in Semarang City. A quantitative approach with an explanatory research design was employed. Data were collected through an online questionnaire administered to 120 respondents and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results show that brand image does not have a significant direct effect on repurchase intention; however, digital marketing was found to moderate and strengthen the influence of brand image on repurchase intention. These findings indicate that brand image alone is not sufficient to drive repeat purchases without the support of effective digital marketing strategies. The implications of this study underscore the importance of optimizing digital marketing as a means of communication, interaction, and reinforcement of brand perceptions to enhance consumers’ repurchase decisions, while also providing practical guidance for companies in designing digital-based marketing strategies to increase customer loyalty.

Keywords:
Share Article:

Citation Metrics:

Scopus

Downloads

Download data is not yet available.

Citation Metrics & Similar Scopus Articles

Data source Crossref
0
citations
Citation counts are source-specific and may differ because database coverage, reference matching, and update schedules are different. Counts are not added together. Crossref values represent citation links registered and matched by Crossref.
Check Secondary Documents in Scopus
Open this article in Scopus, then check the Secondary documents tab. Use Manual Citation Fallback only for counts you have verified manually.
Open in Scopus
Similar Scopus Articles
Scopus
  1. Artina F. (2027)
    Digital Literacy through a Web-Based Application: Addressing Polarization and Promoting Social Integration among Islamic Senior High School Students
    Asean Journal of Educational Research and Technology, 6(1), 51-66
  2. Rezaei R. (2027)
    A Analyzing feminine images of language in “Autumn is the Last Season of the Year” by Nasim Marashi, based on Sarah Mills’ pattern
    Language Related Research, 17(4), 361-395
  3. Takebe T. (2027)
    Endoscopic Diagnosis of Necator americanus Infection Presenting With Persistent Iron-Deficiency Anemia: Usefulness of Image-Enhanced Endoscopy and Capsule Endoscopy
    Den Open, 7(1)

Article Details

How to Cite
Safi’I, M., & Sulistyo, H. (2025). Pengaruh Brand Image terhadap Repurchase Intention dengan Digital Marketing sebagai Variabel Moderasi pada Pengguna Sepatu Nike di Kota Semarang. ARZUSIN, 5(6), 3052-3069. https://doi.org/10.58578/arzusin.v5i6.8462

Creative Commons License
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

References

Arndt, T., Editors, G., & Potthast, W. (2023). The past, present and future of footwear biomechanics: Celebrating 50 years of the International Society of Biomechanics. Footwear Science, 15(2), 121–122. https://doi.org/10.1080/19424280.2023.2213027

Fukuyama. (2018). Society 5.0: A people-centric super-smart society. https://link.springer.com/book/10.1007/978-981-15-2989-4

Ginting, A. K., & Harahap, K. (2022). Pengaruh Direct Marketing dan Product Quality terhadap Repurchase Intention pada Live Streaming Marketing Shopee Live (Studi pada Pengguna Aplikasi Shopee di Kota Medan). JOSR: Journal of Social Research, 1(8), 500–506. https://ijsr.internationaljournallabs.com/index.php/ijsr

Hasanudin. (2023). Pengaruh Citra Merek, Harga dan Digital Marketing terhadap Minat Beli Ulang Konsumen UMKM Ritel Minuman HAUS. Jurnal Ilmiah Universitas Batanghari Jambi, 23(3), 3501–3508. https://doi.org/10.33087/jiubj.v23i3.4531

Inayah, A., & Sigarlaki, F. F. (2024). Pengaruh Brand Experience, Brand Trust dan Brand Image terhadap Repurchase Intention pada Produk Suncare Nivea di Kota Bandung. Journal of Economic, Business and Accounting (COSTING), 7(5), 2091–2097. https://doi.org/10.31539/costing.v7i5.12011

Leijerholt, U., Biedenbach, G., & Hultén, P. (2022). Internal brand management in the public sector: The effects of internal communication, organizational practices, and PSM on employees’ brand perceptions. Public Management Review, 24(3), 442–465. https://doi.org/10.1080/14719037.2020.1834607

Lien, C.-H., Wen, M.-J., & Huang, L.-C. (2014). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210–218. https://www.sciencedirect.com/science/article/pii/S102931321500041X

Makrides, A., Vrontis, D., & Christofi, M. (2019). The gold rush of digital marketing: Assessing prospects of building brand awareness overseas. Business Perspectives and Research, 8(1), 1–23. https://doi.org/10.1177/2278533719860016

Maruli, S., Pandiangan, T., Resmawa, I. N., & Simanjuntak, O. D. P. (2021). Effect of E-satisfaction on repurchase intention in Shopee user students. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 4(4), 7785–7791. https://doi.org/10.33258/birci.v4i4.2697

Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/10.1177/002224299405800302

Mudiantono, & Andhike, D. (2019). Factors influencing customer’s repurchase intention of Go-Jek in Semarang, Indonesia. Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 2(4), 458–472. https://inobis.org/ojs/index.php/jurnal-inobis/article/view/105/83

Muhammad, A., Riorini, S. V., & Wicaksono, B. (2023). Konsekuensi dari e-Service Quality pada Online Food Delivery Applications di Indonesia. Jurnal Pendidikan Tambusai, 7(1), 27185–27189. https://jptam.org/index.php/jptam/article/view/11024/8739

Saura, J. R., & Marques, D. (2023). Digital marketing in SMEs via data-driven strategies: Reviewing the current state of research. Journal of Small Business Management, 61(3), 1278–1313. https://doi.org/10.1080/00472778.2021.1955127

Sugiyono. (2013). Buku Penelitian Kuantitatif Kualitatif dan R&D. Alfabeta.

Wijayanto, G., Rivai, Y., & Cakranegara, P. A. (2024). Analisis Pengaruh Jaringan Sosial dan Word-of-Mouth terhadap Keputusan Pembelian Konsumen: Studi Kasus pada Produk Teknologi Konsumen. Management Studies and Entrepreneurship Journal, 5(2), 4269–4276. http://journal.yrpipku.com/index.php/msej

Zulfiana, Nujum, S., & Selong, A. (2024). Pengaruh Digital Marketing dan Brand Image terhadap Loyalitas Konsumen Aplikasi Shopee di Kota Makassar dengan Mediasi Repurchase Intention. Economics and Digital Business Review, 5(1), 325–338. https://www.ojs.stieamkop.ac.id/index.php/ecotal/article/view/1179