The Influence of Brand Marketing Strategy, Price Discounts and Formation of Loyalty on Consumer Repurchase Intentions on the Shopee Platform (Literature Review Management Students at Bhayangkara University, Jakarta Raya - Bekasi)
DOI:
https://doi.org/10.38035/gijea.v2i3.317Keywords:
Discounts, Loyalty, Brand Marketing, E-Commerce ShopeeAbstract
This research aims to analyze the influence of brand marketing strategies and price discounts on the formation of consumer loyalty and repurchase intentions on the Shopee e-commerce platform. In the competitive digital era, understanding the factors that influence consumer loyalty and repeat purchase intentions is crucial for the sustainability of e-commerce businesses. This study uses a quantitative approach with a sample of Management students from Bhayangkara University, Jakarta Raya - Bekasi who are Shopee customers. This research shows that implementing brand marketing strategies and providing price discounts has a significant impact on customer loyalty and intention to make repeat purchases. These findings provide valuable insight for e-commerce business players in designing effective marketing strategies to increase consumer loyalty. and encourage repeat purchases.
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