PENGARUH EFEKTIVITAS PROMOSI DIGITAL INTERNASIONAL TERHADAP REPURCHASE INTENTION MELALUI CONSUMER ENGAGEMENT: STUDI PADA PRODUK KOPI MAHKOTA GARUT DI PASAR POTENSIAL KOREA SELATAN TAHUN 2025
DOI:
https://doi.org/10.31539/7z0d5a70Keywords:
Promosi Digital Internasional, Consumer Engagement, Repurchase Intention, Pemasaran Internasional, Kopi Lokal Indonesia.Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh efektivitas promosi digital internasional terhadap repurchase intention melalui consumer engagement pada produk Kopi Mahkota Garut di pasar potensial Korea Selatan tahun 2025. Latar belakang penelitian ini didasarkan pada pentingnya strategi pemasaran digital internasional dalam mendorong keberlanjutan pembelian ulang produk UMKM di pasar global. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik pengumpulan data melalui kuesioner kepada 107 responden konsumen Korea Selatan yang pernah terpapar promosi digital Kopi Mahkota Garut melalui Instagram. Teknik analisis data meliputi uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linier berganda, koefisien determinasi, serta uji hipotesis (uji t, uji F, dan uji mediasi). Hasil penelitian menunjukkan bahwa efektivitas promosi digital internasional berpengaruh positif dan signifikan terhadap consumer engagement. Consumer engagement juga berpengaruh positif dan signifikan terhadap repurchase intention. Selain itu, efektivitas promosi digital internasional berpengaruh terhadap repurchase intention baik secara langsung maupun tidak langsung melalui consumer engagement sebagai variabel mediasi. Temuan ini menunjukkan bahwa strategi promosi digital internasional yang efektif mampu meningkatkan keterlibatan konsumen, yang pada akhirnya mendorong niat pembelian ulang produk. Penelitian ini memberikan kontribusi teoretis dalam pengembangan kajian pemasaran digital internasional yang berorientasi pada retensi konsumen, serta memberikan implikasi praktis bagi UMKM dalam merancang strategi promosi digital berkelanjutan untuk pasar global.
References
Ali, H. H. (2019). Building a Purchase and Purchase Decision: Analysis of Brand Awareness and Brand Loyalty.
As-Syahri, H., & Abidin, F. Z. Z. (2024). Building Brand Awareness through Social Media: Analysis of Effective Content Strategies in E-Commerce Businesses in Indonesia. JURNAL AL-QARDH, 9(2), 103–112.
Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105–114. https://www.researchgate.net/profile/Alicia-De-La-Pena
Carducci, B. J. (2009). The psychology of personality: Viewpoints, research, and applications. John Wiley & Sons.
Chang, M.-Y., & Chen, H.-S. (2022). Consumer attitudes and purchase intentions in relation to animal welfare-friendly products: evidence from Taiwan. Nutrients, 14(21), 4571.
Chen, Y., Li, M., Song, J., Ma, X., Jiang, Y., Wu, S., & Chen, G. L. (2022). A study of cross-border E-commerce research trends: Based on knowledge mapping and literature analysis. Frontiers in Psychology, 13, 1009216. https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2022.1009216/pdf
chiffman, L.G dan Kanuk, L. L. (2021). Perilaku konsumen. In 2021 (Edisi1 10.). Pearson.
Douglas, S. P., & Craig, C. S. (2022). Executive insights: Global portfolio planning and market interconnectedness. Journal of International Marketing, 4(1), 93–110.
Estaswara, H., & Said, M. (2024). Literature Review: Definition of Integrated Marketing Communication (IMC) in Indonesian Journals (2019-2022). INTERNATIONAL JOURNAL, 7(10). https://elibrary.ru/item.asp?id=79605364
Gorostidi-Martinez, H., & Zhao, X. (2021). Strategies to avoid liability of foreignness when entering a new market. Journal of Advances in Management Research, 14(1), 46–68.
Hapsari, A. Y. (2017). Digital Video as a Promotional Media and Brand Equity of a Product That has an Influence on Consumer Buying Interest (A Research of Social Media Active Users). Journal of Management and Marketing Review, 2(3), 101–107.
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165. https://journals.sagepub.com/doi/abs/10.1016/j.intmar.2013.12.002
Hu, Z., Wang, C., & Xu, Z. (2023). Integrated marketing communication and new media strategy for the domestic industry based on 4P and 4C theory. The Frontiers of Society, Science and Technology, 5(5), 113–117. https://francis-press.com/uploads/papers/FYSSoa7DqDkU3RRmdXTlDxd7LxGC2IZNlSZtpNFn.pdf
Janna, N. M., & Herianto, H. (2021). Konsep uji validitas dan reliabilitas dengan menggunakan SPSS.
Khoa, B. T. (2020). The role of mobile skillfulness and user innovation toward electronic wallet acceptance in the digital transformation era. 2020 International Conference on Information Technology Systems and Innovation (ICITSI), 30–37. https://ieeexplore.ieee.org/abstract/document/9264967/
Kim, W., Fang, M., Pang, Q., & Su, M. (2024). SME innovation, supply chain strategy fit and business performance: the moderating role of environmental uncertainty. Technology Analysis & Strategic Management, 36(11), 3772–3785.
Kotler, P., & Keller, K. L. (2021). Manajemen pemasaran, edisi 13. Jakarta: Erlangga, 14, 178–179.
Kotler, P., Maulana, A., Sabran, B., Barnadi, D., Hardani, W., & Armstrong, G. (2022). Prinsip-prinsip pemasaran (Vol. 1). Erlangga Jakarta. https://www.academia.edu/download/43845065/pemasaran_kotler.pdf
Lee, G. H., Lee, K. J., Jeong, B., & Kim, T. (2024). Developing personalized marketing service using generative AI. IEEE Access, 12, 22394–22402. https://ieeexplore.ieee.org/iel7/6287639/6514899/10419357.pdf
Leonidou, L. C., Katsikeas, C. S., Samiee, S., & Aykol, B. (2023). International marketing research: A state-of-the-art review and the way forward. Advances in Global Marketing: A Research Anthology, 3–33. http://ndl.ethernet.edu.et/bitstream/123456789/73487/1/200.pdf#page=20
Muhammad Daffa Syidad Wahyudi, F. F. (2025). R eslaj : Religion Education Social Laa Roiba Journal R eslaj : Religion Education Social Laa Roiba Journal. 7, 1406–1413. https://doi.org/10.47476/reslaj.v7i5.7150
Negoro, T. S. P., & Setyaning, A. N. A. (2025). Analysis of the Effectiveness of Social Media on Brand Awareness, Brand Equity, and Purchase Intention of Retail Sugar Consumers of PT. Kebon Agung. International Journal of Business and Applied Economics, 4(2), 711–730.
Porter, M. E. (2021). Competitive advantage: Creating and sustaining superior performance. simon and schuster.
Rafika, S. S., & Bangsawan, S. (2023). The Influence of Social Media Marketing and Customer Engagement on Els Coffee’s Brand Awareness as a Pioneer of Lampung’s Leading Coffee. Journal of Finance and Business Digital, 2(4), 485–498. https://doi.org/10.55927/jfbd.v2i4.7362.
Rahmat, H., & Hidayat, A. M. (2022). Analysis of External Stimulli Consumer Behavior Factor for Optimalization Digital Marketing Tools Used (Bandung Society, 2017). Advanced Science Letters, 24(12), 9429–9432.
Ramdani, A., & Fietroh, M. N. (2025). The effect of digital marketing strategies, social media, and influencer marketing on brand awareness. Journal of Educational Management Research, 4(5), 1871–1885. https://doi.org/https://doi.org/10.61987/jemr.v4i5.1161
Sarfraz, M., Ivascu, L., & Abdullah, M. I. (2022). Sustainable digital economy, entrepreneurship, and blockchain technology role in industrial-organizational psychology. In Frontiers in Psychology (Vol. 13, p. 974415). Frontiers Media SA.
Setiawan, B., Cahyani, P. D., Hutami, L. T. H., & Maharani, B. D. (2024). The Influence of Social Media Marketing on Brand Awareness, Brand Image, Customer Engagement, and Purchase Decision. Economics and Business Solutions Journal, 8(2), 124–135.
Sofyani, H. (2023). Penentuan Jumlah Sampel pada Penelitian Akuntansi dan Bisnis Berpendekatan Kuantitatif. Reviu Akuntansi Dan Bisnis Indonesia, 7(2), 311–319.
Sujarweni, V. W. (2014). Metodelogi penelitian. Yogyakarta: Pustaka Baru Perss, 74. http://repository.radenfatah.ac.id/18854/3/3.pdf
Tjiptono, F. (2021). Strategi Pemasaran. Andi Press.
Utomo, S. B., Nugraha, J. P., Indrapraja, R., & Panjaitan, F. A. B. K. (2023). Analysis of The Effectiveness of Integrated Digital Marketing Communication Strategies in Building MSMEs Brand Awareness Through Social Media. Jurnal Sistim Informasi Dan Teknologi, 8–13. https://doi.org/10.60083/jsisfotek.v5i4.311
Wildan, A. (2024). Pengaruh Orientasi Kewirausahaan Terhadap Intensitas Ekspor Melalui Kinerja Inovasi. Universitas Komputer Indonesia.
Wildan, M., Prawiro, J. W. H., & Sanjaya, R. D. (2025). Peran Media Sosial dalam Meningkatkan Brand Awareness Kafe Cangopi. Jurnal Pariwisata Dan Perhotelan, 2(2).
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Izmi Rizqina Sundara, Ayuningtyas Yuli Hapsari
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
