Title:
The Effect of Digital Marketing Strategies on Repurchase Intention Mediated by CRM (Shopee Case Study)

Authors:
Ayla Agneszia Widowati, Tulus Haryono, Indonesia

Abstract:

Using Shopee as a case study, this research seeks to understand the mediating function of customer relationship management in the e-commerce context of digital marketing's effect on repurchase intention. An innovative feature of this study is its integrative methodology, which merges two crucial areas of digital marketing: the efficacy of digital marketing tactics and the mediating role of customer relationship management. This research conducted with quantitative methods using Structural Equation Modelling with Smart PLS. The results demonstrate that digital marketing significantly influences repurchase intention and customer relationship management (CRM) with path coefficient scores of 5,549 and 6,657, respectively. Other results show that CRM positively affects repurchase intention (path coefficient score: 7,311). Lastly, there is a favorable relationship between digital marketing and repurchase intention as measured by the path coefficient score of 4,940 in CRM. The findings are shown that digital marketing effectively integrated with CRM can increase consumer repurchase intentions.

DOI: https://doi.org/10.51505/IJEBMR.2025.9625