THE ROLE OF CUSTOMER SATISFACTION IN MEDIATING THE INFLUENCE OF PRODUCT QUALITY ON REPURCHASE INTENTION (STUDY ON MIXUE PRODUCT CUSTOMERS IN DENPASAR CITY)
Keywords:
Customer Satisfaction, Product Quality, Repurchase IntentionAbstract
The culinary business in Indonesia continues to develop every year. One thing that is currently popular among Indonesian people is tea and ice cream. These two dishes are very popular with various groups, from children to adults. This potential creates extensive business opportunities in the culinary sector. This research was conducted at the Mixue outlet in Denpasar City. The purpose of this research was to explain the role of customer satisfaction in mediating the influence of product quality on repurchase intentions among Mixue product customers. The sample in this study was 120 respondents. Data collection was carried out by distributing questionnaires via Google Form to make it easier for respondents to provide answers and be more practical. The collected data was analyzed using path analysis techniques, Sobel test, and VAF test. The results of this research show that product quality has a positive and significant effect on customer satisfaction; product quality has a positive and significant effect on repurchase intentions; customer satisfaction has a positive and significant effect on repurchase intention; and customer satisfaction is able to partially mediate the influence of product quality on repurchase intentions among Mixue product customers. The implications of this research can be material for consideration and input for Mixue in maintaining repurchase intentions by considering product quality and customer satisfaction.
References
Assauri, S. (2015). Basic Marketing Management Concepts and Strategies. Jakarta: Raja Grafindo Persada.
Chinomona, R., and Maziriri, E. T. (2017). The Influence of Brand Awareness, Brand Association and Product Quality on Brand Loyalty and Repurchase Intention: A Case of Male Consumers for Cosmetic Brands in South Africa. Journal of Business and Retail Management Research, 12(1), 143–154. https://doi.org/10.24052/jbrmr/v12is01/tiobabaapqoblariacomcfcbisa
CNBCIndonesia. (2023). Mixue's journey went viral and was nicknamed the empty shophouse hunter. Source: https://www.cnbcindonesia.com/news/20230214072717-4-413528/perjalanan-mixue-viral-anggaran-dijuluki-pencari-ruko-kosong
Dewi, PSA and Suprapti, NWS. (2018). Building Customer Loyalty through Satisfaction influenced by Product Quality, Price Perception, and Brand Image (Study on Oppo Brand Smartphone Products. Matric: Journal of Management, Business Strategy, and Enterpreneurship. 12(2), 87-98. https://doi.org/10.24843/matrik:jmbk.2018.v12.i02.p01
Denniswara, E.P. (2016). The Influence of Product Quality, Price and Promotion on Intention to Repurchase My Ideas Products. Performance Journal: Journal of Business Management and Start-up, 1(4), 480–488.https://doi.org/10.37715/jp.v1i4.225.
Dharma, NPSA and Sukaatmaja, IPG. (2015). The Influence of Brand Image, Brand Awareness, and Product Quality on the Decision to Buy Apple Products. Udayana University Management E-Journal, 4(10), 3228–3255.
Faradisa, I. Budi L., and Minarsih, MM 2016. Analysis of the Influence of Product Variations, Facilities and Service Quality on Consumer Repurchase Interest at the Indonesian Coffeeshop Semarang (Icos Café). Journal Of Management, 2 (2), 1-13.
Fathurahman, AA and Sihite, J. (2022). Effect of Promotion, Brand Image, and Product Quality on Re-Purchase Interest Through Customer Satisfaction as Intervening on Erigo Apparel Products. Dynasty International Journal of Management Science, 3(4), 621–631.
Fauzi, MR and Mandala, K. (2019). The Influence of Service Quality, Product Quality, and Product Innovation on Satisfaction to Increase Customer Loyalty. Udayana University Management E-Journal, 8(11), 6741. https://doi.org/10.24843/ejmunud.2019.v08.i11.p18.
Ghozali, I. (2018). Multivariate Analysis Application Using the IBM SPSS 25 Program. Semarang: Diponegoro University Publishing Agency.
Girsang, NM, Rini, ES, and Gultom, P. (2020). The Effect of Brand Image and Product Quality on Re-Purchase Intention with Customer Satisfaction As Intervening Variables in Consumers Os Skincare Oriflame Users – A Study on Students of North Sumatra University. European Journal Of Management And Marketing Studies. 1(5), 1 – 12. Doi 10.5281/zenodo.3627548.
Hellier, PK, Geursen, GM, Carr, RA and Rickard, JA (2003) Customer Repurchase Intention: A General Structural Equation Model. European Journal of Marketing, 37, 1762-1800. https://doi.org/10.1108/03090560310495456.
Idntimes. (2023). 59 most complete Mixue outlets in Bali, available everywhere. Source: https://www.idntimes.com/food/dining-guide/fasrinisyah-suryaningtyas-1/gerai-mixue-di-bali
Kotler, P and Keller, KL (2016), Marketing Management, Edition: 15e, United States of America: Pearson Education.
Kurniasih, ID (2012). The Influence of Price and Service Quality on Consumer Loyalty Through Satisfaction Variables at the Ahass 0002-Astra Motor Siliwangi Semarang Workshop. Journal Department of Business Administration, 1(1), 37-45.
Kusumayani, M.H. and Warmika, I.G.K. (2022). Antecedents and Consequences of Brand Equity on Repurchase Intention of Beauty Salon Consumers. European Journal of Business and Management Research, 7(3), 344–346. https://doi.org/10.24018/ejbmr.2022.7.3.1427
Mahemba, USAK and Rahayu, CWE (2019). The Influence of Price and Product Quality on Consumer Repurchase Intentions with Consumer Satisfaction as a Mediating Variable (Study on Students Using Xiaomi Smartphones at Sanata Dharma University Yogyakarta). Proceedings of the National Multidisciplinary Science Seminar, 1(2), 428–439.
Oliver, R.L. (2010). Satisfaction: A behavioral perspective on the consumer (2nd ed.). London: ME Sharp Incorporated.
Palma, MA and Andjarwati, AL (2016). The Influence of Product Quality, Convenience, and Price on Repurchase Intentions with Satisfaction as an Intervening Variable (Study of Fashion Product Customers Through Online Stores in Surabaya). Journal of Economics and Management Research, 16(1), 84-104. https://doi.org/10.17970/jrem.16.60106.id
Pesoth, M. C. (2015). The influence of product quality, packaging and brand image on customer satisfaction at the Dunhill cigarette company in the city of Manado. EMBA Journal, 3(3), 1004-1125
Prayoni, IA, and Respati, NNR (2020). The Role of Consumer Satisfaction in Mediating the Relationship between Product Quality and Price Perception and Repurchase Decisions. Udayana University Management E-Journal, 9(4). 1379.
Punkyanti, NPD and Seminari, NK (2020). The Role of Consumer Satisfaction in Mediating the Influence of Service Quality and Brand Image on Positive Word of Mouth. Udayana University Management E-Journal, 9(5), 2024.
Putri, AA (2023). 10 Provinces with the Most Outlets in Indonesia. Source: Jatimnetwork.com
Putri, A.D and Astuti, SRT. (2017). Factors that Influence Consumer Satisfaction and Their Impact on Consumer Repurchase Intentions (Study on Pasta and Chocolate Blends, Unika Semarang Branch). Diponegoro Journal of Management, 6(2), 1–10.
Safrizal, YA Suharyono, Y. and Abdillah, Y. (2016). The Influence of Product Quality and Service Quality on Customer Satisfaction (Study of Food and Beverage 8 Oz Coffee Studio Malang Customers). Journal of Business Administration (JAB)|, 35(2), 11–19.
Sanjaya, KDA and Ardani, IGAK (2018). The Influence of Brand Image in Mediating the Effect of Product Quality on Repurchase Intention. Udayana University Management E-Journal, 7(11), 6156-6183.
Sari, DAT and Giantari, IGAK (2020). Role of consumer satisfaction in mediating effect of product quality on repurchase intention. International research journal of management, IT and social sciences, 7(1), 217-226.
Sholihin, M. and Ratmono, D. (2013). SEM-PLS analysis with WarpPLS 3.0. Yogyakarta: Andi Publishers.
Sugiyono. (2017). Business Research Methods. Bandung: Alphabeta.
Suryantari, NLPP and Respati, NNR (2022). The Role of Brand Image in Mediating the Relationship between Product Quality and Service Quality and Purchasing Decisions. Udayana University Management E-Journal, 11(1), 127–149.
Zhang, J., Hen, W., Dong, B., Hsieh, C.W., Lee, M.J., Liu, N., and Walker, R.M., (2022). A replication of "an experimental test of the expectation-disconfirmation theory of citizen satisfaction". Public Administration,
Downloads
Published
Issue
Section
License
Copyright (c) 2024 INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE © 2023 by Adisam Publisher is licensed under CC BY-SA 4.0
