Pengaruh Digital Marketing dan Costumer Satisfaction terhadap Minat Beli Ulang Konsumen pada Usaha Mikro, Kecil dan Menengah (UMKM) Sektor Makanan di Kabupaten Luwu Timur

This comprehensive study aims to determine the effects of digital marketing and customer satisfaction on consumer repurchase intention among food sector MSMEs in East Luwu Regency. The study, conducted in East Luwu Regency, South Sulawesi, involved a sample of 100 respondents and used both qualitative and quantitative data. The data were collected through interviews with consumers and the distribution of questionnaires, and the thoroughness of the research process ensures the validity of the findings. The collected data were then analyzed using multiple linear regression. The results of the study indicate that there is an influence of Digital Marketing on Customer Satisfaction and Repurchase Intention. Based on the results of this study, it shows that simultaneously (f test) between the independent variables, namely Digital Marketing and Customer Satisfaction, have a positive and significant effect on the dependent variable, namely Consumer Repurchase Intention in the food sector MSMEs in East Luwu Regency, showing that the significance value in the table is 0.000, so it can be concluded that Digital marketing and Customer Satisfaction have a positive and significant effect on Consumer Repurchase Intention in the food sector MSMEs in East Luwu Regency.