Abstract
The research aims to determine the effect of price, service quality and marketing relationship on repurchase intention with customer satisfaction as an intervening variable at CV. Bekasi Unggas. The type of research used is quantitative research. The data presented in this research was obtained through a questionnaire given to 53 respondents who as a customer at CV. Bekasi Unggas. Research design used is hypothesis testing using the structural equation model (SEM) – Smart PLS version 3.3.3. Results from this research show that: (1) There is a direct effect of price, marketing relationship and consumer satisfaction on repurchase intention, (2) There is no evidence of a direct effect of service quality on repurchase intention, (3) There is an indirect effect price, service quality and marketing relationship on repurchase intention through customer satisfaction.
Highlights
Results from this research show that: (1) There is a direct effect of price, marketing relationship and consumer satisfaction on repurchase intention, (2) There is no evidence of a direct effect of service quality on repurchase intention, (3) There is an indirect effect price, service quality and marketing relationship on repurchase intention through customer satisfaction
It is necessary to do further research related to the analysis of the relationship between price, service quality, marketing relationship on repurchase intention mediated by consumer satisfaction
Based on the theoretical explanation related to price, service quality, marketing relationship, customer satisfaction, and repurchase interest, the following hypothesis can be drawn: H1: It is suspected that there is a direct effect of price on repurchase intention
Summary
Abstract: The research aims to determine the effect of price, service quality and marketing relationship on repurchase intention with customer satisfaction as an intervening variable at CV. Service quality, marketing relationships on repurchase intention with consumer satisfaction as an intervening. It is necessary to do further research related to the analysis of the relationship between price, service quality, marketing relationship on repurchase intention mediated by consumer satisfaction. Based on the theoretical explanation related to price, service quality, marketing relationship, customer satisfaction, and repurchase interest, the following hypothesis can be drawn: H1: It is suspected that there is a direct effect of price on repurchase intention.
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