Price, Promotion, and Consumer Reviews on Repurchase Intention through Customer Satisfaction among Marketplace Users
Keywords:
Price, Promotion, Consumer Reviews, Customer Satisfaction, Repurchase IntentionAbstract
This study aimed to analyze the effects of price, promotion, and consumer reviews on repurchase intention with customer satisfaction as a mediating variable among marketplace users. An explanatory quantitative approach was employed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). Data were obtained through questionnaires from 152 university students in Probolinggo Regency who used marketplaces. The analysis showed that price, promotion, and consumer reviews had positive and significant effects on customer satisfaction. Customer satisfaction also had a positive and significant effect on repurchase intention. Directly, price, promotion, and consumer reviews had positive and significant effects on repurchase intention. The indirect-effect analysis showed that customer satisfaction mediated the relationships of price, promotion, and consumer reviews with repurchase intention. These findings indicate that fair pricing, relevant promotions, and credible consumer reviews can strengthen satisfaction and encourage repeat purchases in marketplaces
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