Peran Mediasi Kepuasan Pelanggan pada Hubungan Social Media Marketing dan Kualitas Produk terhadap Niat Beli Ulang
DOI:
https://doi.org/10.30631/ijoieb.v10i2.3403Keywords:
Social Media Marketing, Quality Product, Satisfaction, Repurchase IntentionAbstract
This study aims to comprehensively analyze the influence of social media marketing and product quality on repurchase intention, with customer satisfaction as a mediating variable, among consumers of Magenta’s creative food products in Padang City. The research is motivated by the importance of leveraging social media as an effective promotional tool and maintaining consistent product quality to sustain and enhance customer loyalty. A quantitative research approach was employed using a survey method, involving 100 respondents who are active Magenta consumers. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to examine the relationships between variables simultaneously. The findings reveal that social media marketing and product quality have a positive and significant effect on customer satisfaction. Furthermore, both variables also positively and significantly influence repurchase intention, both directly and indirectly through the mediating role of customer satisfaction. These results underscore that effective social media marketing strategies, combined with improved product quality, play a crucial role in fostering customer satisfaction, which in turn drives sustainable repurchase intentions
References
Abrar, K., Bashir, M., Shabbir, R., & Saqib, S. (2017). Impact of online store atmosphere, customized information and customer satisfaction on online repurchase intention. Pakistan Journal of Engineering and Technology, 4(1), 27–44.
Alharthey, B. K. (2019). Impact of service quality on customer trust, purchase intention and store loyalty. International Journal of Marketing Studies, 11(4), 65–78. https://doi.org/10.5539/ijms.v11n4p65
Bhandari, R. S., & Soni, H. (2021). Influence of social media marketing on brand equity: A study on Indian consumers. Journal of Promotion Management, 27(5), 631–653. https://doi.org/10.1080/10496491.2021.1884622
Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business & Management Studies: An International Journal, 6(1), 128–148. https://doi.org/10.15295/bmij.v6i1.229
Curatman, A., Sumarwan, U., & Simanjuntak, M. (2016). The effect of service quality and product quality on repurchase intention: The role of customer satisfaction as mediating variable. International Journal of Scientific & Technology Research, 5(8), 1–8.
Ellitan, L., & Edgar, E. (2024). The influence of food quality and service quality on repurchase intention through customer satisfaction. International Journal of Business, Economics and Law, 24(1), 1–8.
Esmaeilpour, M., & Fani, A. A. (2021). The impact of service quality and product quality on brand loyalty: The mediating role of customer satisfaction. Cogent Business & Management, 8(1), 1938347. https://doi.org/10.1080/23311975.2021.1938347
Fernandes, A. A. R., & Solimun, S. (2018). Mediation effect of customer satisfaction in relationship between service quality, service orientation, and mix strategy to customer loyalty. Journal of Management Development, 37(1), 76–87. https://doi.org/10.1108/JMD-12-2016-0315
Gong, T., & Yi, Y. (2018). The effect of customer satisfaction on customer loyalty: The mediating role of trust. Journal of Hospitality Marketing & Management, 27(4), 440–463. https://doi.org/10.1080/19368623.2018.1404535
Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2019). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). SAGE Publications.
Kaplan, A. M., & Haenlein, M. (2020). Rethinking the relationship between social media and customer relationship management. Business Horizons, 63(6), 737–749. https://doi.org/10.1016/j.bushor.2020.06.004
Kim, S., Lee, Y., & Choi, D. (2021). The role of social media in consumer decision-making processes in the food service industry. Journal of Foodservice Business Research, 24(5), 499–516. https://doi.org/10.1080/15378020.2021.1908849
Kotler, P., & Keller, K. L. (2020). Marketing management (15th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2021). Marketing management (16th ed.). Pearson Education.
Nikou, S., & Khiabani, F. (2020). Service quality, mediation of customer satisfaction, loyalty and the role of interpersonal relationship. Journal of Retailing and Consumer Services, 55, 102–120. https://doi.org/10.1016/j.jretconser.2020.102120
Oliver, R. L. (2020). Satisfaction: A behavioral perspective on the consumer (3rd ed.). Routledge. https://doi.org/10.4324/9781003005683
Simbolon, M. E., & Law, A. (2022). Social media marketing through Instagram and repurchase intention: The mediating role of customer engagement. Journal of Marketing Research and Case Studies, 2022, 1–11. https://doi.org/10.5171/2022.311563
Smith, A., & Duggan, M. (2022). Social media and marketing: Strategies for building brand relationships. Journal of Digital Marketing, 14(2), 45–59.
Soeharso, S. (2024). Customer satisfaction as a mediator between service quality and repurchase intention in online shopping. International Journal of E-Business Research, 20(1), 1–15.
Suhail, A. (2018). The mediation role of customer satisfaction between service quality and customer loyalty. International Journal of Business and Management Invention, 7(2), 12–17.
Tjiptono, F. (2021). Pemasaran jasa: Prinsip, penerapan, dan penelitian (4th ed.). Andi Offset.
Wicaksono, M. A., & Setiawan, R. (2024). The effect of product quality and service quality on repurchase intentions through customer satisfaction. Journal of Marketing and Consumer Research, 85, 34–45.
We Are Social. (2024). Digital 2024: Indonesia. https://wearesocial.com
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Dafa Abiyu Syahreza, Susi Evanita
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
