Nur Komariyah (1), Wahyu Santoso (2), Gyska Indah Harya (3)
General Background: The expansion of organic food commerce and e-commerce has intensified competition among digitally operated agribusinesses, but market growth does not automatically secure repeat purchasing. Specific Background: Twelve’s Organic relies on Instagram, Facebook, and WhatsApp, while 40.2% of 199 recorded customers purchased only once during 2024–2025, indicating unresolved retention problems. Knowledge Gap: Evidence integrating content marketing, online service quality, brand loyalty, and repurchase behavior within the fresh organic vegetable sector remains limited. Aims: This study examines the direct relationships among these constructs and tests brand loyalty as a mediating mechanism. Results: A quantitative survey was conducted with 90 purposively selected customers and analyzed using PLS-SEM in SmartPLS 4.0. Content marketing was positively associated with brand loyalty (β = 0.469, p < 0.001) and repurchase behavior (β = 0.342, p < 0.001). Online service quality was positively associated with brand loyalty (β = 0.475, p < 0.001) and repurchase behavior (β = 0.291, p < 0.001). Brand loyalty was positively associated with repurchase behavior (β = 0.385, p < 0.001) and significantly mediated content marketing (β = 0.181, p = 0.001) and online service quality (β = 0.183, p < 0.001). The model explained 76.8% of brand loyalty and 88.9% of repurchase behavior. Novelty: The study integrates four constructs within one predictive model for a digitally operated fresh organic vegetable business. Implications: Twelve’s Organic should sustain relevant, accurate, accessible, and consistent content while providing responsive, reliable, secure, and customer-oriented online services to reinforce customer commitment and repeated purchasing.
Highlights:
Keywords: Brand Loyalty, Digital Marketing, E-Service Quality, Repurchase
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