Mediation Effect of Customer Satisfaction on The Relationship Between Price Perception, Social Media, Brand Awareness, and Repurchase Decisions
DOI:
https://doi.org/10.31851/jmksp.v8i1.12628Keywords:
Brand Awareness and Business Risk, Customer Satisfaction, Firm Value, Social Media, Repurchase DecisionsAbstract
This study aims to determine the effect of perceived price, social media and brand awareness on repurchase decisions through customer satisfaction as a mediating variable for millennial consumers at KFC La Terrace Lenteng Agung. This research involved 200 samples of millennial consumers using a purposive sampling technique. Data collection was carried out by distributing questionnaires which were then analyzed by Stata 17.0 software using the SEM (Structural Equation Modeling) model. The results of this study indicate that price perceptions have a positive but not significant effect on customer satisfaction, while social media and brand awareness have a positive and significant effect on customer satisfaction. Meanwhile, social media, brand awareness, price perception, and customer satisfaction have a positive and significant impact on repurchasing decisions. In addition, price perception, social media, and brand awareness have a positive and significant influence on repurchase decisions mediated by customer satisfaction.
References
Agustiawan Djoko Baruno, A., & Arisca Handri Puji Susanto, A. (2018). The Influence of Brand Awareness and Consumer Trust in Brands on Samsung Smartphone Product Repurchase Decisions. Jurnal Ilmu Manajemen Advantage, 02(01).
Almukarim, Y., & Yasri, Y. (2022). Price perception and repurchase intention: Mediated by brand experience and brand preference. Marketing Management Studies, 2(4).
Digdowiseiso, K. (2022). Are fiscal decentralization and institutional quality poverty abating? Empirical evidence from developing countries. Cogent Economics & Finance, 10(1), 2095769.
Digdowiseiso, K., Murshed, S. M., & Bergh, S. I. (2022). How Effective Is Fiscal Decentralization for Inequality Reduction in Developing Countries? Sustainability, 14(1).
Fahmi, M., Arif, M., Farisi, S., & Purnama, N. I. (2019). The Role of Brand Image in Mediating the Influence of Social Media Marketing on Repeat Purchases at Fast-Food Restaurants in Medan City. Jurnal Samudra Ekonomi dan Bisnis, 11(1), 53–68.
Farizky, M. I., Thalib, S., & Hendratni, T. W. (2022). P Effect of Product Quality and Promotion Through Social Media on Customer Satisfaction in “What’s Good Coffee’. JIMP : Jurnal Ilmiah Manajemen Pancasila, 2(2).
Irma Setyawati. (2016). Determinants of Growth and Profitability By Bank Specific Variable and Market Stucture In Islamic Banking In Indonesia. Academy of Strategic Management Journal, 15(3).
Junaedi, M. A., & Digdowiseiso, K. (2023). The Influence of Work Motivation, Organizational Culture and Work Discipline on Employee Performance Through Job Satisfaction as Intervening Variables at BPJS Ketenagakerjaan throughout DKI Jakarta Region. JMKSP (Jurnal Manajemen, Kepemimpinan, Dan Supervisi Pendidikan), 8(2).
Leksono, H., & Prasetyaningtyas, S. (2021). Influence Social Media Marketing Activity on Repurchase Intention in The E-Commerce Industry. Journal of Research in Business, Economics, and Education, 3(5).
Lestari, F. D., & Mailangkay, A. (2022). Web and Mobile-Based I-Track (Invoice Tracking) Application Design Using the Rad (Rapid Application Development) Method in Pt Indonesia Power Environment. Prosiding Seminar Nasional, 2(1).
Mahardhika, D., & Nurmahdi, A. (2023). Analysis Of Price Perception, Brand Awareness, Delivery Quality On Customer Satisfaction And Repurchase Intention: Dinasti International Journal of Education Management And Social Science, 4(3), 323–334.
Nadya Zahira, Tia Dwitiani Komalasari. (2022, November 2). Tumbuh 5%, Omzet Bisnis Waralaba di Indonesia Capai Rp 31 Triliun [Growing 5%, Franchise Business Turnover in Indonesia Reaches IDR 31 Trillion]. https://katadata.co.id/tiakomalasari/berita/6361f5201fde0/tumbuh-5-omzet-bisnis-waralaba-di-indonesia-capai-rp-31-triliun
Putranto, R. S., Ibrahim, M., Karundeng, D. R., & Hasanuddin, H. (2022). The Effect Of Brand Image And Brand Awareness On Loyalty With Customer Satisfaction AS Intervening Variables. (Study On Tourists Visiting Gorontalo). European Journal of Research Development and Sustainability, 3(3), 74–87.
Suharyono, S., & Digdowiseiso, K. (2021). The Effects of Environmental Quality on Indonesia’s Inbound Tourism. International Journal of Energy Economics and Policy, 11(1).
Tecoalu, M., Tj, H. W., & Ferdian, F. (2021). The Effect of Price Perception and Brand Awareness on Service Quality Mediated by Purchasing Decisions: (Study Case on PT. Maybank Indonesia Finance Credit Products). Journal of Humanities, Social Science, Public Administration and Management, 1(4), 397469.
Tjiptono, F. (2016). Marketing Strategy 4th Edition. Andi Offset.
Tjiptono, F., & Anastasia, D. (2015). Pelanggan Puas? Tak Cukup! [Satisfied Customer? Not enough!]. Andi Offset.
Downloads
Published
How to Cite
Issue
Section
License
JMKSP (Jurnal Manajemen, Kepemimpinan, dan Supervisi Pendidikan) by http://www.univpgri-palembang.ac.id/e_jurnal/index.php/JMKSP is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
1.png){kind=logo}
