Abstract

This study aims to analyze the influence of Digital Marketing and Ease of Transaction on ReRepurchase Intention on the Shopee E-Commerce platform, with a case study focused on students of the University of Mataram (UNRAM). The population in this study includes all UNRAM students, while the sample used consists of 100 respondents who have made purchases on Shopee. This study is included in the associative research type. Data were analyzed using the SPSS application version 2.6 for Windows by applying several statistical tests, including validity tests, reliability tests, classical assumption tests, F tests, significance tests (t tests), coefficient of determination tests (R²), and multiple linear regression analysis. The results of the study indicate that both variables, namely Digital Marketing and Ease of Transaction, partially have a significant effect on ReRepurchase Intention. Based on these findings, it is recommended that Shopee continue to improve its digital marketing strategy and simplify the transaction process to increase user convenience and satisfaction, which ultimately can encourage consumer intentions to make repeat purchases.

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