Unlocking Customer Loyalty: A Literature Review on Digital Marketing Strategies and Their Impact on Repurchase Intention
Keywords:
Digital Marketing, Repurchase Intention, Customer Loyalty, Influencer Marketing, e-WOM, Artificial Intelligence, Brand TrustAbstract
In an increasingly digital economy, businesses must go beyond one-time transactions and focus on cultivating long-term customer relationships. A key measure of customer loyalty is repurchase intention, which reflects the likelihood of consumers making repeat purchases from the same brand or platform. This literature review investigates the relationship between various digital marketing strategies and their influence on repurchase intention. Drawing insights from global and Indonesian research between 2020 and 2025, the review identifies multiple digital tactics—such as artificial intelligence (AI)-driven personalization, influencer marketing, electronic word of mouth (e-WOM), omnichannel integration, and brand image building—as powerful drivers of repurchase intention. The review also explores the mediating roles of e-trust, perceived usefulness, and emotional connection in strengthening this relationship. Findings suggest that integrated, customer-centric digital strategies are essential for unlocking brand loyalty in the digital marketplace.Downloads
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References
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Ardisa, Chintata, Ardisa, C., Rohman, F., Faculty of Economics and Business, Universitas Brawijaya, Indonesia, Puspaningrum, A., & Faculty of Economics and Business, Universitas Brawijaya, Indonesia. (2022). Country of Origin and Perceived Quality in Mediating the Influence of Consumer Ethnocentrism on Purchase Intention. Jurnal Aplikasi Manajemen, 20(3). https://doi.org/10.21776/ub.jam.2022.020.03.09
Ardisa, F. V., Sutanto, J. E., & Sondak, M. R. (2022). The Influence of Digital Marketing, Promotion, and Service Quality on Customer Repurchase Intention at Hub22 Lounge & Bistro Surabaya. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(2), 725. https://doi.org/10.29040/ijebar.v6i2.5361
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Astuti, W. T. (2023). The Influence of Brand Image, Brand Love, And Brand Trust On Brand Loyalty In Local Coffee Shop Brand Names. Journal Research of Social Science, Economics, and Management, 2(12). https://doi.org/10.59141/jrssem.v2i12.512
Barreda, A. A., Nusair, K., Wang, Y., Okumus, F., & Bilgihan, A. (2020). The impact of social media activities on brand image and emotional attachment: A case in the travel context. Journal of Hospitality and Tourism Technology, 11(1), 109–135. https://doi.org/10.1108/JHTT-02-2018-0016
Baskoro, T. (2024). Digital Disruption: Landscape of E-Business for Competitive Advantage. Advances in Business & Industrial Marketing Research, 2(1). https://doi.org/10.60079/abim.v2i1.218
Bing, G., Al Mughairi, B., Karim, A. M., & Karim, A. M. (2024). Study on Importance of Brand Loyalty for Customer Retention for Consumer Durable Products: New Era Viewpoint. International Journal of Academic Research in Business and Social Sciences, 14(1), Pages 453-464. https://doi.org/10.6007/IJARBSS/v14-i1/20464
Bogdan, A., Dospinescu, N., & Dospinescu, O. (2025). Beyond Credibility: Understanding the Mediators Between Electronic Word-of-Mouth and Purchase Intention. arXiv. https://doi.org/10.48550/ARXIV.2504.05359
Eldon, M., & Sarita, J. (2025). Artificial Intelligence in Digital Marketing Opportunities and Challenges. International Conference On Economics Business Management And Accounting (ICOEMA), 4(1), 154–165.
Hanifa, D. N., Fitriyani, F. N., & Dedu, M. (2025). The Influence of Influencer Marketing, Social Media Marketing, and Electronic Word of Mouth Wom on Skintific Purchase Decisions on Shopee (Case Study in Majalengka Regency). Journal of World Science, 4(4), 380–395. https://doi.org/10.58344/jws.v4i4.1391
Haris, M., Nasir, N., & Cheema, S. (2022). The Impact of Social Media Activities on Emotional Attachment with the Mediating Role of Brand Image and Brand Commitment of Retail Sector. Review of Education, Administration & Law, 5(2), 173–188. https://doi.org/10.47067/real.v5i2.228
Kılıç, İ., & Gürlek, M. (2024). Green influencer marketing: Conceptualization, scale development, and validation: an application to tourism products. Journal of Sustainable Tourism, 32(10), 2181–2206. https://doi.org/10.1080/09669582.2023.2273755
Lestari, D. (2025). Business To Constumer (B2C) us Model Sales Strategy in the Digital Era. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.5248968
Meliawati, T., Gerald, S. C., & Akhmad Edhy Aruman. (2023). The Effect of Social Media Marketing TikTok and Product Quality Towards Purchase Intention: The Effect of Social Media Marketing TikTok and Product Quality Towards Purchase Intention. Journal of Consumer Sciences, 8(1), 77–92. https://doi.org/10.29244/jcs.8.1.77-92
Mokhamad Eldon, Denny Rakhmad Widi Ashari, & Gautama Sastra Waskita. (2025). The Rise of Greenfluencers: Micro-Influencer Impact on Sustainable Product Purchase Intentions. Inovasi Pembangunan : Jurnal Kelitbangan, 13(1). https://doi.org/10.35450/jip.v13i1.1020
Santoso, E., Miftakul, N. A., & Eldon, M. (2025). Pengaruh Celebrity Endorse, Electronic Word of Mouth, dan Brand Image terhadap Minat Akses pada E-Commerce Tokopedia. Jurnal Penelitian Manajemen Terapan (PENATARAN), 10(1), 77–89.
Saskilia, F., & Wahyu Nugroho, F. (2025). The Influence of E-Wom and Perceived Usefulness on Repurchase Intention through the Mediation of E-Trust in Users of Valbury Apps E-Commerce (A Case Study at PT Valbury Asia Futures Semarang). Journal of Applied Business and Office Administration (JABOA), 1(1), 29–39. https://doi.org/10.21831/jaboa.v1i1.1358
Sofia Sofia & Fitria Ridhaningsih. (2025). The Influence of E-Wom, Live Streaming, and Influencer Marketing on Repurchase Intention of Skincare in Tiktok Shop Through Brand Trust (Consumer Study) Skintific in Padang City). International Journal of Economics and Management Research, 4(1), 288–302. https://doi.org/10.55606/ijemr.v4i1.314
Waskita, G. S., Ashari, D. R. W., Eldon, M., & Utami, A. (2024). From Words to Actions: Exploring How e-WOM Drives Green Consumer Decisions in the Digital Age. SINDA: Comprehensive Journal of Islamic Social Studies, 4(3), 253–267.
Ardisa, Chintata, Ardisa, C., Rohman, F., Faculty of Economics and Business, Universitas Brawijaya, Indonesia, Puspaningrum, A., & Faculty of Economics and Business, Universitas Brawijaya, Indonesia. (2022). Country of Origin and Perceived Quality in Mediating the Influence of Consumer Ethnocentrism on Purchase Intention. Jurnal Aplikasi Manajemen, 20(3). https://doi.org/10.21776/ub.jam.2022.020.03.09
Ardisa, F. V., Sutanto, J. E., & Sondak, M. R. (2022). The Influence of Digital Marketing, Promotion, and Service Quality on Customer Repurchase Intention at Hub22 Lounge & Bistro Surabaya. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(2), 725. https://doi.org/10.29040/ijebar.v6i2.5361
Asfour, B., Batra, M., Murrar, A., & Ashqar, H. (2024). Driving Customer Satisfaction and Stimulating Repurchase Intention: Insights from Palestinian Digital Retailers. https://doi.org/10.5281/ZENODO.11613850
Astuti, W. T. (2023). The Influence of Brand Image, Brand Love, And Brand Trust On Brand Loyalty In Local Coffee Shop Brand Names. Journal Research of Social Science, Economics, and Management, 2(12). https://doi.org/10.59141/jrssem.v2i12.512
Barreda, A. A., Nusair, K., Wang, Y., Okumus, F., & Bilgihan, A. (2020). The impact of social media activities on brand image and emotional attachment: A case in the travel context. Journal of Hospitality and Tourism Technology, 11(1), 109–135. https://doi.org/10.1108/JHTT-02-2018-0016
Baskoro, T. (2024). Digital Disruption: Landscape of E-Business for Competitive Advantage. Advances in Business & Industrial Marketing Research, 2(1). https://doi.org/10.60079/abim.v2i1.218
Bing, G., Al Mughairi, B., Karim, A. M., & Karim, A. M. (2024). Study on Importance of Brand Loyalty for Customer Retention for Consumer Durable Products: New Era Viewpoint. International Journal of Academic Research in Business and Social Sciences, 14(1), Pages 453-464. https://doi.org/10.6007/IJARBSS/v14-i1/20464
Bogdan, A., Dospinescu, N., & Dospinescu, O. (2025). Beyond Credibility: Understanding the Mediators Between Electronic Word-of-Mouth and Purchase Intention. arXiv. https://doi.org/10.48550/ARXIV.2504.05359
Eldon, M., & Sarita, J. (2025). Artificial Intelligence in Digital Marketing Opportunities and Challenges. International Conference On Economics Business Management And Accounting (ICOEMA), 4(1), 154–165.
Hanifa, D. N., Fitriyani, F. N., & Dedu, M. (2025). The Influence of Influencer Marketing, Social Media Marketing, and Electronic Word of Mouth Wom on Skintific Purchase Decisions on Shopee (Case Study in Majalengka Regency). Journal of World Science, 4(4), 380–395. https://doi.org/10.58344/jws.v4i4.1391
Haris, M., Nasir, N., & Cheema, S. (2022). The Impact of Social Media Activities on Emotional Attachment with the Mediating Role of Brand Image and Brand Commitment of Retail Sector. Review of Education, Administration & Law, 5(2), 173–188. https://doi.org/10.47067/real.v5i2.228
Kılıç, İ., & Gürlek, M. (2024). Green influencer marketing: Conceptualization, scale development, and validation: an application to tourism products. Journal of Sustainable Tourism, 32(10), 2181–2206. https://doi.org/10.1080/09669582.2023.2273755
Lestari, D. (2025). Business To Constumer (B2C) us Model Sales Strategy in the Digital Era. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.5248968
Meliawati, T., Gerald, S. C., & Akhmad Edhy Aruman. (2023). The Effect of Social Media Marketing TikTok and Product Quality Towards Purchase Intention: The Effect of Social Media Marketing TikTok and Product Quality Towards Purchase Intention. Journal of Consumer Sciences, 8(1), 77–92. https://doi.org/10.29244/jcs.8.1.77-92
Mokhamad Eldon, Denny Rakhmad Widi Ashari, & Gautama Sastra Waskita. (2025). The Rise of Greenfluencers: Micro-Influencer Impact on Sustainable Product Purchase Intentions. Inovasi Pembangunan : Jurnal Kelitbangan, 13(1). https://doi.org/10.35450/jip.v13i1.1020
Santoso, E., Miftakul, N. A., & Eldon, M. (2025). Pengaruh Celebrity Endorse, Electronic Word of Mouth, dan Brand Image terhadap Minat Akses pada E-Commerce Tokopedia. Jurnal Penelitian Manajemen Terapan (PENATARAN), 10(1), 77–89.
Saskilia, F., & Wahyu Nugroho, F. (2025). The Influence of E-Wom and Perceived Usefulness on Repurchase Intention through the Mediation of E-Trust in Users of Valbury Apps E-Commerce (A Case Study at PT Valbury Asia Futures Semarang). Journal of Applied Business and Office Administration (JABOA), 1(1), 29–39. https://doi.org/10.21831/jaboa.v1i1.1358
Sofia Sofia & Fitria Ridhaningsih. (2025). The Influence of E-Wom, Live Streaming, and Influencer Marketing on Repurchase Intention of Skincare in Tiktok Shop Through Brand Trust (Consumer Study) Skintific in Padang City). International Journal of Economics and Management Research, 4(1), 288–302. https://doi.org/10.55606/ijemr.v4i1.314
Waskita, G. S., Ashari, D. R. W., Eldon, M., & Utami, A. (2024). From Words to Actions: Exploring How e-WOM Drives Green Consumer Decisions in the Digital Age. SINDA: Comprehensive Journal of Islamic Social Studies, 4(3), 253–267.
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Published
2025-07-22
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Unlocking Customer Loyalty: A Literature Review on Digital Marketing Strategies and Their Impact on Repurchase Intention. (2025). Proceeding of International Conference on Economics, Technology, Management, Accounting, Education, and Social Science (ICETEA), 1, 93-100. https://conference.unita.ac.id/index.php/icetea/article/view/344
