Pengaruh Digital Marketing Dan Brand Awareness Terhadap Repeat Order Pada DS Law Firm Di Depok
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Abstract
The increasing intensity of business competition has encouraged companies to focus not only on acquiring new customers but also on retaining existing ones through repeat orders. In the legal services industry, digital marketing and brand awareness are considered important factors in strengthening customer relationships and encouraging repeat service usage. This study aims to examine the effects of digital marketing and brand awareness on repeat orders at DS Law Firm, Depok. A quantitative approach was employed using a survey method. The population consisted of 80 clients, while the sample comprised 40 repeat-order clients selected through purposive sampling. Data were collected using questionnaires and analyzed with IBM SPSS Statistics 25 through validity, reliability, classical assumption, multiple linear regression, t-test, F-test, and coefficient of determination analyses. The findings reveal that digital marketing has a positive and significant effect on repeat orders. Brand awareness also has a positive and significant effect on repeat orders. Simultaneously, digital marketing and brand awareness significantly influence repeat orders, with a coefficient of determination of 86.8%, indicating that both variables explain most of the variation in repeat-order behavior. These findings suggest that optimizing digital marketing strategies while strengthening brand awareness can enhance customer loyalty and increase the likelihood of repeat service usage at DS Law Firm.
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References
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