The Effect of Product Quality, Service Quality and eWOM on Repurchase Intention: Consumer Satisfaction as a Mediating Variable (Study on Consumers of Erigo Official Marketplace Products in Malang)
Yusuf Sya'roni, Nur Laili Fikriah
Asian Journal of Economics, Business and Accounting · pp. 622–635 · Published 13 Jun 2024
10.9734/ajeba/2024/v24i61386Abstract
Aims: The purpose of this study was to determine the effect of product quality, service quality and electronic word of mouth on repurchase intentions by mediating customer satisfaction on Erigo products in the shopee marketplace in Malang City. Study Design: This research uses a descriptive quantitative approach. Place of Study: Respondents in this study were Erigo consumers who had bought at least 2 times, had a shopee platform and the age of consumers was at least 17 in Malang City. Methodology: The sampling method applied is nonprobability sampling, specifically through purposive sampling technique. A total of 154 respondents were selected using purposive sampling technique. The data was processed with version 4.0 of smartPLS. Results: All elements in the statement are legitimate, according to the validity test findings. Furthermore, the results of the hypothesis test show that product quality does not influence the desire to repurchase (P Values 0.362>). P Values 0.002 indicate that service quality influences repurchase intentions, whereas P Values 0.751 indicate that electronic word of mouth does not influence repurchase intentions. 0.05. The following conclusions can be drawn: - Repurchase intention is influenced by customer satisfaction (P Values 0.000 <0.05), which in turn is influenced by product quality (P Values 0.002 <0.05), service quality (P Values 0.005 <0.05), and electronic word of mouth (P Values 0.080 <0.05). - Repurchase intentions are influenced by product quality (P Values 0.002 <0.05), which is mediated by customer satisfaction (P Values 0.007 <0.05), and by electronic word of mouth (P Values 0.077>), which is mediated by customer satisfaction (P Values 0.080 <0.05), which in turn affects repurchase intentions (0.5). 0.05. Conclusion: Product quality affects customer happiness but has little effect on their propensity to buy again. The quality of service has an effect on customer satisfaction and their propensity to make a repeat purchase. Online recommendations have little effect on consumers' happiness or propensity to buy again. The quality of the product or service does influence the likelihood that a consumer will make a repeat purchase, but the impact of electronic word of mouth on consumer satisfaction is minimal.
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