Penelitian ini bertujuan untuk mengetahui pengaruh citra merek dan digital
marketing terhadap minat beli ulang sepatu Reebok dengan kepuasan pelanggan
sebagai variabel intervening. Metode yang digunakan adalah kuantitatif dengan
pendekatan survei terhadap 140 responden mahasiswa PTS di Kabupaten Kuningan
pengguna sepatu Reebok. Teknik analisis data dilakukan menggunakan Partial
Least Square (PLS) dengan bantuan perangkat lunak SmartPLS. Hasil penelitian
menunjukkan bahwa citra merek berpengaruh secara positif dan signifikan terhadap
minat beli ulang, digital marketing tidak berpengaruh terhadap minat beli ulang,
citra merek berpengaruh secara positif dan signifikan terhadap kepuasan pelanggan,
digital marketing berpengaruh positif dan signifikan terhadap kepuasan pelanggan,
kepuasan pelanggan berpengaruh positif dan signifikan terhadap minat beli ulang,
citra merek berpengaruh signifikan terhadap minat beli ulang melalui kepuasan
pelanggan dan digital marketing berpengaruh signifikan terhadap minat beli ulang
melalui kepuasan pelanggan. Kepuasan pelanggan mampu memberikan pengaruh
langsung secara positif dan signifikan terhadap citra merek dan digital marketing
terhadap minat beli ulang.
Kata kunci : Citra Merek, Digital Marketing, Kepuasan Pelanggan, Minat Beli
Ulang.

This study aimed to determine the effect of brand image and digital marketing on
the intention to repurchase Reebok shoes with customer satisfaction as an
intervening variable. The method used was quantitative with a survey approach to
140 respondents of PTS students in Kuningan Regency who use Reebok shoes. The
data analysis technique was canducted using Partial Least Square (PLS) with the
help of SmartPLS software. The results of the study indicate that brand image has
a positive and significant effect on intention to repurchase, while digital marketing
has no effect on intention to repurchase, brand image has a positive and significant
effect on customer satisfaction, digital marketing also had a positive and significant
effect on customer satisfaction, customer satisfaction has a positive and significant
effect on intention to repurchase, brand image has a significant effect on intention
to repurchase through customer satisfaction and digital marketing had a significant
effect on intention to repurchase through customer satisfaction. Customer
satisfaction was able to provide a direct positive and significant effect of brand
image and digital marketing on intention to repurchase.
Keywords: Brand Image, Digital Marketing, Customer Satisfaction, Intention to
Repurchase.