The moderation role of sales promotion on perspected value and price on repurchase intention by mediation of dunkin donat customer satisfaction
Keywords:
Consumer Satisfaction, Perceived Value, Price, Repurchase Intention, Sales PromotionAbstract
Western culture has entered Indonesia, not only in clothing and fashion, but in all areas including food. Rice which is the main food of Indonesian people has now been replaced with wheat. This study aims to examine and find the relationship between perceived value and price on repurchase intention through mediation of consumer satisfaction moderated by sales promotions. The number of respondents in this study amounted to 104 respondents with the characteristics of respondents who had consumed and purchased Dunkin Donuts in the Bekasi Regency area. The taking of this population is non-probability sampling and the technique of taking respondents is purposive. This research was processed using a regression technique, which was processed using SmartPLS 4 Software. This research proves: 1) The perceived value of Dunkin Donuts consumers can encourage repurchase intentions on Dunkin Donuts products. 2) Pricing of Dunkin Donuts products cannot encourage consumers to repurchase. 3) Dunkin Donuts consumer satisfaction can mediate perceived value to encourage consumers to repurchase. 4) Consumer satisfaction is sufficient to mediate the prices set for Dunkin Donuts products on the repurchase intention of Dunkin Donuts consumers. 5) A high level of consumer satisfaction can encourage consumer intentions to repurchase. 6) Sales promotion can play a role in strengthening the perceived value of Dunkin Donuts consumers' repurchase intention. 7) Sales promotion has a direct role on repurchase intention so that it cannot strengthen the price relationship on repurchase intention.
References
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Ain, N., & Ratnasari, R. T. (2015). Pengaruh Citra Merek Melalui Sikap Konsumen Terhadap Niat Beli Ulang Pada Produk Busana Muslim Zoya di Surabaya. JESTT, 2(7), 553–569.
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Alma, B. (2013). ManajemenPemasaran dan Pemasaran Jasa.
Antonius Satria Hadi. (2021). The influence of product attribute, promotion mix, distribution channel, and price toward repurchase intention on iPhone. Asian Management and Business Review, 1(2), 95–104. https://doi.org/Doi: https://doi.org/10.20885/AMBR.vol1.iss2.art2
Aypar, & Bahman. (2018). Impact Of Price Sensitivity On Repurchase Intention In Terms Of Personality Features. Jurnal Internasional Studi Ekonomi Dan Administrasi, 515–532. https://doi.org/DOI : 10.18092/ Ulikidince.434866
Azmi Maulida. (2021). Pengaruh Iklan, Sales Promotion, Dan Citra Merek Terhadap Minat Beli Ulang (Studi Pada Pengguna Shopee). Jurnal Ilmu Manajemen, 9, 698–707. https://doi.org/10.26740/jim.v9n2.p698-707
Bintarti, S., & Kurniawan, E. N. (2017). A Study of Revisit Intention: Experiential Quality and Image of Muara Beting Tourism Site in Bekasi District. European Research Studies Journal, XX, 521–537. https://doi.org/DOI: 10.35808/ersj/657
Chen, Y., & Chang, C.-H. (2012). Enhance green purchase intentions The roles of green perceived value, green. Management Decision, 50(3), 502–520. https://doi.org/https://doi.org/10.1108/00251741211216250
DIVA ANGELIA. (2022). 5 Gerai Dessert Terpopuler di Indonesia 2021. Goodstats. https://goodstats.id/article/5-gerai-dessert-terpopuler-di-indonesia-2021-DlHuw
Fawzeea, B. K., Sofiyah, F. R., Sudardjat, I., & Muda, I. (2019). The Role Of Technology Marketing Micro Business, Small And Medium Enterprises (Smes) Agents For Repurchase Intention And Its Impact On The Community Satisfaction (Case In Indonesia). International Journal Of Scientific & Technology Research, 8(12), 318–337. http://repository.usu.ac.id/handle/123456789/2110
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention. European Journal of Marketing, 37(11-12), 1762–1800. https://doi.org/10.1108/03090560310495456
I Putu Adi Sastrawan, G. S. (2021). The Role of Consumer Satisfaction in Mediation The Effect Of Sales Promotion on Repurchase Intentions During The Covid-19 Pandemic. American International Journal of Business Management (AIJBM), 4(8). https://www.aijbm.com/wp-content/uploads/2021/08/F486168-1.pdf
Imam Ghazali. (2021). Desain Peneitian Kuantitatif & Kualitatif untuk Akuntansi, Bisnis, dan Ilmu Sosial Lainnya. Yoga Pratama.
Irawan. (2002). Manajemen Pemasaran Modern (Edisi Keem). Penerbit Liberty.
Ivana Iskandar, I. B. (2021). The Influence Of Website Design Quality, Perceived Value And E-Trust On Repurchase Intention On E-Commerce Beauty Haul. International Journal of Economics, Bussiness and Accounting Research (IJEBAR), 5. https://jurnal.stie-aas.ac.id/index.php/IJEBAR
Janes, W., & Sasser, P. (1995). “Involvement, attributions, and consumer responses to rebates.†Journal Business and Psychology, 9, 9.
Mahendrayanti, M., & Wardana, I. M. (2021). The Effect Of Price Perception, Product Quality, And Service Quality On Repurchase Intention. American Journal of Humanities and Social Sciences Research (AJHSSR), 5(1), 182–188. https://www.ajhssr.com/wp-content/uploads/2021/01/Y21501182188.pdf
Miao, M., Jalees, T., Zaman, S. I., & Javed, S. K. and N.-A. H. M. K. (2021). â€ÂÂÂÂÂThe influence of e-customer satisfaction, e-trust and perceived value on consumer’s repurchase intention in B2C e-commerce segmentâ€ÂÂÂÂÂ. Emerald Publishing Limited. https://doi.org/DOI 10.1108/APJML-03-2021-0221
Micu, A. ., Bouzaabia, O., Bouzaabia, R., Micu, A., & Capatina, A. (2019). “Online customer experience in e-retailing: implications for web entrepreneurship.†International Entrepreneurship and Management Journal, 15, 651–675.
Mohc. Velian Muhajir, T. A. I. (2021). The Effect Of Corporate Social Responsibility (CSR), Food Quality, And Perceived Value On Repurchase Intention Through Customer Sat-Isfaction As Intervening Variables In The Pandemi Covid-19 Era (Study On “Chatime†Bubble Drink Products). Journal of Business and Behavioural Entrepreneurship, 5, 60–77. https://doi.org/10.21009/JOBBE.005.1.04
Munte, Y. S., Ginting, P., & Sembiring, B. K. F. (2022). “The Influence of Trust and Sales Promotion on Repurchase Intention Through Consumer Satisfaction in Doing Online Shopping in Medan City.†International Journal of Research and Review, 9(8), 318–337. https://doi.org/https://doi.org/10.52403/ijrr.20220826
Oliver, R. (1980). Model Kognitif Anteseden dan Konsekuensi Kepuasan Keputusan. Jurnal Riset Pemasaran, 17(4), 460–469.
Oliver, R. L. (1993). Cognitive, Affective and Attribute Base of the Satisfaction Response. Journal of Consumer Research, 20, 418–430.
Peter, J. P., & Donnelly, J. H. (2013). Marketing Management: Knowledge and Skills (Edisi 11).
Qudus, M. R. N., & Amelia, N. S. (2022). The Influence of Product Quality, Service Quality, and Prices on Consumer Repurchase Intention at Ayam Bang Dava Restaurant Gegerkalong, Bandung. International Journal Administration, Business & Organization, 3(2), 20–31. https://ijabo.a3i.or.id/index.php/ijabo/article/view/207
Rosmalia, & Koesworodjati, Y. (2019). Pengaruh kualitas produk dan harga terhadap kepuasan pelanggan pada kartu Indosat Ooredoo (Survei pada pelanggan kartu Indosat Ooredoo pada kota Bandung). Pengaruh Kualitas Produk Dan Harga Terhadap Kepuasan Pelanggan Pada Kartu Indosat Ooredoo (Survei Pada Pelanggan Kartu Indosat Ooredoo Pada Kota Bandung).
Ryu, K., Han, H., & Kim, T. . (2008). The relationships among overall quick-casual restaurant image, perceived value, customer satisfaction, and behavioral intentions. International Journal of Hospitality Management.
Salim, M. A., Soliha, E., & Siswanto, A. B. (2020). Effect Location, Price Perception Of Satisfaction Customers And Impact On Repurchase Intention. International Journal of Civil Engineering and Technology, 11(5), 157–169. https://www.researchgate.net/publication/354806952
Salsabila, A. N., Saidani, B., & P, A. K. R. (2022). Pengaruh Kualitas Pelayanan dan Harga terhadap Minat Beli Ulang melalui Kepuasan Pelanggan sebagai Variabel Intervening: Studi Kasus Pada Pelanggan Gen Z. Jurnal Bisnis, Manajemen, Dan Keuangan. http://pub.unj.ac.id/index.php/jbmk/article/view/616
Satriandhini, M., Wulandari, S. Z., & Suwandari, L. (2019). The Effect Of Perceived Value And Service Quality On Repurchase Intention Through Go-Food Consumer Satisfaction: A Study On The Millenial Generation. International Conference on Rural Development and Entrepreneurship, 5, 770–781. http://jp.feb.unsoed.ac.id/index.php/Icore/article/viewFile/1754/1684
Steven, Hery Winoto Tj, E. D. P. (2021). The Effect Of Price Policy And Experiential Marketing On Repurchase Intention Mediated By Customer Satisfaction (Study At PT. Maybank Indonesia Finance Regional Jakarta). International Journal Of Science, Technology & Management, 2, 2097–2109. https://doi.org/Https://Doi.Org/10.46729/Ijstm.V2i6.375
Susanti, D. N. (2020). Pengaruh Green Perceived Value terhadap Repurchase Intention dengan Kepuasan Konsumen sebagai Intervening. Jurnal E-Bis (Ekonomi-Bisnis), 4, 131–137. https://doi.org/https://doi.org/10.37339/jurnal e-bis.v4i2.298
Susanto, T. W. P., Sudapet, I. N., Subagyo, H. D., & Suyono, J. (2021). The Effect of Service Quality and Price on Customer Satisfaction and Repurchase Intention (Case Study at Crown Prince Hotel Surabaya). Quantitative Economics and Management Studies (QEMS), 2, 288–297. https://doi.org/https://doi.org/10.35877/454RI.qems325
Thabit, T. H., & Raewf, M. B. (2018). The evaluation of marketing mix elements: A case study. International Journal of Social Sciences & Educational Studies, 4(4), 100–109.
Thenie Elzae Ongkowijoyo. (2022). “The Effect of Price and Product Quality on Consumer Satisfaction and Repurchase Interest at Cipork Keriyuk (Cab. G-Walk).†International Journal of Review Management, Business, and Entrepreneurship (RMBE), 2, 11–23. https://doi.org/https://doi.org/10.37715/rmbe.v2i1.2909
Tresna, P. W., Suryanto, & Haidysirly, H. (2019). “Effect of perceived value on repurchase intention in e-commerce: a study on the Female Daily mobile application.†International Journal of Trade and Global Markets, 12(3/4), 373–380. https://doi.org/https://doi.org/10.1504/IJTGM.2019.101560
Wibowo, M. H., & Hery, W. T. (2012). “Pengaruh Produk, Harga, Tempat dan Promosi terhadap Kepuasan Konsumen (Studi kasus pada PT Indojaya Multitama).†Jurnal Manajemen Bisnis, 7(1), 65–85.
Woodruff, R. B. (1997). Customer Value : The Next Source for Competitive Advantage. Journal of the Academy of Marketing Science, 25(2), 139–153.
Ain, N., & Ratnasari, R. T. (2015). Pengaruh Citra Merek Melalui Sikap Konsumen Terhadap Niat Beli Ulang Pada Produk Busana Muslim Zoya di Surabaya. JESTT, 2(7), 553–569.
Ali Hasan. (2018). Pengaruh Citra Merek, Kualitas Produk dan harga Terhadap Minat Beli Pakaian. Jurnal Indovisi.
Alma, B. (2013). ManajemenPemasaran dan Pemasaran Jasa.
Antonius Satria Hadi. (2021). The influence of product attribute, promotion mix, distribution channel, and price toward repurchase intention on iPhone. Asian Management and Business Review, 1(2), 95–104. https://doi.org/Doi: https://doi.org/10.20885/AMBR.vol1.iss2.art2
Aypar, & Bahman. (2018). Impact Of Price Sensitivity On Repurchase Intention In Terms Of Personality Features. Jurnal Internasional Studi Ekonomi Dan Administrasi, 515–532. https://doi.org/DOI : 10.18092/ Ulikidince.434866
Azmi Maulida. (2021). Pengaruh Iklan, Sales Promotion, Dan Citra Merek Terhadap Minat Beli Ulang (Studi Pada Pengguna Shopee). Jurnal Ilmu Manajemen, 9, 698–707. https://doi.org/10.26740/jim.v9n2.p698-707
Bintarti, S., & Kurniawan, E. N. (2017). A Study of Revisit Intention: Experiential Quality and Image of Muara Beting Tourism Site in Bekasi District. European Research Studies Journal, XX, 521–537. https://doi.org/DOI: 10.35808/ersj/657
Chen, Y., & Chang, C.-H. (2012). Enhance green purchase intentions The roles of green perceived value, green. Management Decision, 50(3), 502–520. https://doi.org/https://doi.org/10.1108/00251741211216250
DIVA ANGELIA. (2022). 5 Gerai Dessert Terpopuler di Indonesia 2021. Goodstats. https://goodstats.id/article/5-gerai-dessert-terpopuler-di-indonesia-2021-DlHuw
Fawzeea, B. K., Sofiyah, F. R., Sudardjat, I., & Muda, I. (2019). The Role Of Technology Marketing Micro Business, Small And Medium Enterprises (Smes) Agents For Repurchase Intention And Its Impact On The Community Satisfaction (Case In Indonesia). International Journal Of Scientific & Technology Research, 8(12), 318–337. http://repository.usu.ac.id/handle/123456789/2110
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention. European Journal of Marketing, 37(11-12), 1762–1800. https://doi.org/10.1108/03090560310495456
I Putu Adi Sastrawan, G. S. (2021). The Role of Consumer Satisfaction in Mediation The Effect Of Sales Promotion on Repurchase Intentions During The Covid-19 Pandemic. American International Journal of Business Management (AIJBM), 4(8). https://www.aijbm.com/wp-content/uploads/2021/08/F486168-1.pdf
Imam Ghazali. (2021). Desain Peneitian Kuantitatif & Kualitatif untuk Akuntansi, Bisnis, dan Ilmu Sosial Lainnya. Yoga Pratama.
Irawan. (2002). Manajemen Pemasaran Modern (Edisi Keem). Penerbit Liberty.
Ivana Iskandar, I. B. (2021). The Influence Of Website Design Quality, Perceived Value And E-Trust On Repurchase Intention On E-Commerce Beauty Haul. International Journal of Economics, Bussiness and Accounting Research (IJEBAR), 5. https://jurnal.stie-aas.ac.id/index.php/IJEBAR
Janes, W., & Sasser, P. (1995). “Involvement, attributions, and consumer responses to rebates.†Journal Business and Psychology, 9, 9.
Mahendrayanti, M., & Wardana, I. M. (2021). The Effect Of Price Perception, Product Quality, And Service Quality On Repurchase Intention. American Journal of Humanities and Social Sciences Research (AJHSSR), 5(1), 182–188. https://www.ajhssr.com/wp-content/uploads/2021/01/Y21501182188.pdf
Miao, M., Jalees, T., Zaman, S. I., & Javed, S. K. and N.-A. H. M. K. (2021). â€ÂÂÂÂÂThe influence of e-customer satisfaction, e-trust and perceived value on consumer’s repurchase intention in B2C e-commerce segmentâ€ÂÂÂÂÂ. Emerald Publishing Limited. https://doi.org/DOI 10.1108/APJML-03-2021-0221
Micu, A. ., Bouzaabia, O., Bouzaabia, R., Micu, A., & Capatina, A. (2019). “Online customer experience in e-retailing: implications for web entrepreneurship.†International Entrepreneurship and Management Journal, 15, 651–675.
Mohc. Velian Muhajir, T. A. I. (2021). The Effect Of Corporate Social Responsibility (CSR), Food Quality, And Perceived Value On Repurchase Intention Through Customer Sat-Isfaction As Intervening Variables In The Pandemi Covid-19 Era (Study On “Chatime†Bubble Drink Products). Journal of Business and Behavioural Entrepreneurship, 5, 60–77. https://doi.org/10.21009/JOBBE.005.1.04
Munte, Y. S., Ginting, P., & Sembiring, B. K. F. (2022). “The Influence of Trust and Sales Promotion on Repurchase Intention Through Consumer Satisfaction in Doing Online Shopping in Medan City.†International Journal of Research and Review, 9(8), 318–337. https://doi.org/https://doi.org/10.52403/ijrr.20220826
Oliver, R. (1980). Model Kognitif Anteseden dan Konsekuensi Kepuasan Keputusan. Jurnal Riset Pemasaran, 17(4), 460–469.
Oliver, R. L. (1993). Cognitive, Affective and Attribute Base of the Satisfaction Response. Journal of Consumer Research, 20, 418–430.
Peter, J. P., & Donnelly, J. H. (2013). Marketing Management: Knowledge and Skills (Edisi 11).
Qudus, M. R. N., & Amelia, N. S. (2022). The Influence of Product Quality, Service Quality, and Prices on Consumer Repurchase Intention at Ayam Bang Dava Restaurant Gegerkalong, Bandung. International Journal Administration, Business & Organization, 3(2), 20–31. https://ijabo.a3i.or.id/index.php/ijabo/article/view/207
Rosmalia, & Koesworodjati, Y. (2019). Pengaruh kualitas produk dan harga terhadap kepuasan pelanggan pada kartu Indosat Ooredoo (Survei pada pelanggan kartu Indosat Ooredoo pada kota Bandung). Pengaruh Kualitas Produk Dan Harga Terhadap Kepuasan Pelanggan Pada Kartu Indosat Ooredoo (Survei Pada Pelanggan Kartu Indosat Ooredoo Pada Kota Bandung).
Ryu, K., Han, H., & Kim, T. . (2008). The relationships among overall quick-casual restaurant image, perceived value, customer satisfaction, and behavioral intentions. International Journal of Hospitality Management.
Salim, M. A., Soliha, E., & Siswanto, A. B. (2020). Effect Location, Price Perception Of Satisfaction Customers And Impact On Repurchase Intention. International Journal of Civil Engineering and Technology, 11(5), 157–169. https://www.researchgate.net/publication/354806952
Salsabila, A. N., Saidani, B., & P, A. K. R. (2022). Pengaruh Kualitas Pelayanan dan Harga terhadap Minat Beli Ulang melalui Kepuasan Pelanggan sebagai Variabel Intervening: Studi Kasus Pada Pelanggan Gen Z. Jurnal Bisnis, Manajemen, Dan Keuangan. http://pub.unj.ac.id/index.php/jbmk/article/view/616
Satriandhini, M., Wulandari, S. Z., & Suwandari, L. (2019). The Effect Of Perceived Value And Service Quality On Repurchase Intention Through Go-Food Consumer Satisfaction: A Study On The Millenial Generation. International Conference on Rural Development and Entrepreneurship, 5, 770–781. http://jp.feb.unsoed.ac.id/index.php/Icore/article/viewFile/1754/1684
Steven, Hery Winoto Tj, E. D. P. (2021). The Effect Of Price Policy And Experiential Marketing On Repurchase Intention Mediated By Customer Satisfaction (Study At PT. Maybank Indonesia Finance Regional Jakarta). International Journal Of Science, Technology & Management, 2, 2097–2109. https://doi.org/Https://Doi.Org/10.46729/Ijstm.V2i6.375
Susanti, D. N. (2020). Pengaruh Green Perceived Value terhadap Repurchase Intention dengan Kepuasan Konsumen sebagai Intervening. Jurnal E-Bis (Ekonomi-Bisnis), 4, 131–137. https://doi.org/https://doi.org/10.37339/jurnal e-bis.v4i2.298
Susanto, T. W. P., Sudapet, I. N., Subagyo, H. D., & Suyono, J. (2021). The Effect of Service Quality and Price on Customer Satisfaction and Repurchase Intention (Case Study at Crown Prince Hotel Surabaya). Quantitative Economics and Management Studies (QEMS), 2, 288–297. https://doi.org/https://doi.org/10.35877/454RI.qems325
Thabit, T. H., & Raewf, M. B. (2018). The evaluation of marketing mix elements: A case study. International Journal of Social Sciences & Educational Studies, 4(4), 100–109.
Thenie Elzae Ongkowijoyo. (2022). “The Effect of Price and Product Quality on Consumer Satisfaction and Repurchase Interest at Cipork Keriyuk (Cab. G-Walk).†International Journal of Review Management, Business, and Entrepreneurship (RMBE), 2, 11–23. https://doi.org/https://doi.org/10.37715/rmbe.v2i1.2909
Tresna, P. W., Suryanto, & Haidysirly, H. (2019). “Effect of perceived value on repurchase intention in e-commerce: a study on the Female Daily mobile application.†International Journal of Trade and Global Markets, 12(3/4), 373–380. https://doi.org/https://doi.org/10.1504/IJTGM.2019.101560
Wibowo, M. H., & Hery, W. T. (2012). “Pengaruh Produk, Harga, Tempat dan Promosi terhadap Kepuasan Konsumen (Studi kasus pada PT Indojaya Multitama).†Jurnal Manajemen Bisnis, 7(1), 65–85.
Woodruff, R. B. (1997). Customer Value : The Next Source for Competitive Advantage. Journal of the Academy of Marketing Science, 25(2), 139–153.
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2023-07-24
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Kerti, S. B. ., Bintarti, S. ., & Wahyuningsih, S. . (2023). The moderation role of sales promotion on perspected value and price on repurchase intention by mediation of dunkin donat customer satisfaction. Journal of Management Science (JMAS), 6(3), 390–398. Retrieved from https://exsys.iocspublisher.org/index.php/JMAS/article/view/285
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