The Influence of Digital Marketing Ethics Perception on Repurchase Intention of Generation Y Consumers: A Case Study of Online Cosmetics Stores in Kalasin Province

Abstract

This research aims to investigate the relationship between the perception of digital marketing ethics and the repurchase intention of Generation Y consumers in online cosmetics stores in Kalasin Province. The study also explores the impact of digital marketing ethics on their repurchase intention. Data was collected from a sample of 400 Generation Y consumers in Kalasin Province using an online questionnaire. The statistical methods used for data analysis were multiple correlation and multiple regression analysis. The results show that: 1) The perception of digital marketing ethics specifically in marketing communication ethics, product information disclosure, personal data privacy ethics, and corporate social responsibility has a statistically significant positive correlation with the repurchase intention of Generation Y consumers in online cosmetics stores in Kalasin Province (at a 0.05 significance level). 2) The perception of digital marketing ethics, including marketing communication ethics, product information disclosure, personal data privacy ethics, and corporate social responsibility, has a statistically significant positive impact on the repurchase intention of Generation Y consumers in online cosmetics stores in Kalasin Province (at a 0.05 significance level).