The Influence of Product Diversity, Price, and Service Quality on Repurchase Intention Through Customer Satisfaction as an Intervening Variable

Authors

  • Imas Saadah Garut University
  • Intan Permana Garut University
  • Lindayani Garut University
  • Asri Solihat Garut University
  • Mohammad Soni Institut Pendidikan Indonesia

Keywords:

customer satisfaction, price, product diversity, repurchase intention, service quality

Abstract

Repurchase intention reflects a company’s marketing success, where low repurchase interest may indicate declining sales performance. This study aims to examine the influence of product diversity, price, and service quality on repurchase intention, mediated by customer satisfaction as a marketing factor. Indonesian consumers who had used Shinzui products served as the population for this study. Data were collected through an online survey of 227 randomly selected respondents, ensuring equal chances of representation. A quantitative approach was used, with regression analysis carried out using the Statistical Product and Service Solution (SPSS). The interval scale enabled appropriate analysis based on regression requirements. The results were considered valid and reliable at a 95% confidence level. Findings indicate that product diversity, price, and service quality significantly influence repurchase intention, both directly and through customer satisfaction. This research is expected to offer practical insights for business stakeholders, especially those seeking to enhance their company’s development through marketing strategy improvements.

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Published

2025-07-13

Issue

APSKI ICE Vol 03, Ed 01 (2025)

Section

Articles

License

Copyright (c) 2025 APSKI International Conference on Association of Indonesian Entrepreneurship Study Programs

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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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