Pengaruh Iklan Digital dan Pembayaran Digital terhadap Minat Beli Kembali pada E-Commerce Shopee

Abstract

This research aims to analyze the influence of digital advertising and digital payments on consumer repurchase intention on the Shopee e-commerce platform in Indonesia. Using a quantitative approach with a survey of 100 active Shopee users, data was collected thru Likert-scale questionnaires and analyzed using multiple linear regression with SPSS. The results show that digital advertising has a positive and significant effect on repurchase intention (β = 0.570, p < 0.05), while digital payment also has a positive and significant effect (β = 0.495, p < 0.05). The combination of these two variables explains 86.1% of the variation in repurchase intention, confirming their strategic role in building repurchase intention on the Shopee e-commerce platform.