The Effect of Brand, Product Completeness and Product Quality on Consumer Satisfaction and Its Impact on Repeat Orders at Srala Store

Syarifah Risna Arfiana; Mahdani; T. Meldi Kesuma

doi:10.18535/ijsrm/v13i02.em14

Abstract

This study aims to determine the effect of brand, product variety, and product quality on repeat order decisions through the mediation role of consumer satisfaction at the Srala.id Store in Banda Aceh. The approach used is path analysis with primary data collected through a survey conducted on consumers of the Srala.id Store. Respondents in this study were all consumers who had made repeat orders at the Srala Store in Banda Aceh City, totaling 300 people. Data were analyzed using SEM AMOS. The results of the analysis show that brand, product variety, and product quality have a positive and significant effect on consumer satisfaction. Furthermore, consumer satisfaction also shows a positive and significant relationship with repeat order decisions. In addition, this study identifies the indirect effect of brand, product variety, and product quality on repeat order decisions, which are mediated by consumer satisfaction, highlighting the importance of this mediating variable. These findings suggest that efforts to increase repeat order frequency can be achieved by strengthening the brand, ensuring product variety, and improving product quality, while maintaining consumer satisfaction at an optimal level. The practical implications of this research emphasize the need for continuous innovation and improvement in aspects that contribute to consumer experience, to maintain customer loyalty and support long-term sales growth.

Keywords

BrandProduct CompletenessProduct QualityConsumer SatisfactionRepeat Orders

References

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[refR-2] Chauhan, J. S. (2018). Brand Loyalty and Its Impact on Repeat Purchase Behaviour of Customers: A Cross-Sectional Study in the FMCG Context. Psychology and Education Journal, 55(1), 684–692.Google Scholar ↗

[refR-3] Dewanti, C. P., Anggraini, N. P. N., & Jodi, I. W. G. A. S. (2023). Pengaruh Brand Image, Kualitas Pelayanan, Dan Kualitas Produk Terhadap Kepuasan Pelanggan (Studi Pada H&M Beachwalk Bali Di Kabupaten Badung). Jurnal EMAS, 4(11), 2732–2743.Google Scholar ↗

[refR-4] Firdaus. (2020). Pengaruh Persepsi Dan Kepuasan Konsumen Terhadap Minat Pembelian Ulang Produk Private Label Indomaret (Studi Pada Konsumen Indomaret Di Kecamatan Telanaipura Kota Jambi). Jurnal Manajemen Terapan Dan Keuangan, 9(1), 1–14. https://doi.org/https://doi.org/10.22437/jmk.v9i1.9234DOI ↗Google Scholar ↗

[refR-5] Fornell, C. (2013). Customer Satisfaction Barometer : Swedish The Experience thanks. 56(1), 6–21.Google Scholar ↗

[refR-6] Jayasuriya, N., Kodippili, N., Perera, K. M., Priyadarshani, L., & Wijesekera, B. D. (2020). The study on brand loyalty and repeat purchase intention of the shampoo market in Colombo. Journal of Business Studies, 7(1), 149–162. https://doi.org/10.4038/jbs.v7i1.57DOI ↗Google Scholar ↗

[refR-7] Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson Education.Google Scholar ↗

[refR-8] Kotler, P., & Keller, K. L. (2018). Marketing Management, Global Edition (15th editi). Pearson.Google Scholar ↗

[refR-9] Lesmana, R., & Ayu, S. D. (2019). Pengaruh Kualitas Produk dan Citra Merek Terhadap Keputusan Pembelian Kosmetik Wardah PT Paragon Tehnology and Innovation. Jurnal Pemasaran Kompetitif, 2(3), 59–72. https://doi.org/https://doi.org/10.32493/jpkpk.v2i3.2830DOI ↗Google Scholar ↗

[refR-10] Lestari, R., Julia, A., & Digdowisesiso, K. (2022). The Influence Of Service Quality, Product Completeness, And Consumer Trust On Customer Satisfaction And Its Impact On Customer Loyalty In Evan Motor Workshops. Jurnal Ekonomi, 11(3), 1565–1570.Google Scholar ↗

[refR-11] Lianardi, W., & Chandra, S. (2019). Analisis Kualitas Pelayanan, Kelengkapan Produk, dan Harga Terhadap Keputusan Pembelian Pada Swalayan Juni Pekanbaru. KURS Jurnal Akuntansi, Kewirausahaan Dan Bisnis, 4(1), 45–58.Google Scholar ↗

[refR-12] Mothersbaugh, H. &. (2013). Consumer Behavior: Building Marketing Strategy. McGrawHill.Google Scholar ↗

[refR-13] Mowen, J. C., & Minor, M. (2017). Consumer Behavior (Ed. 5). Prentice Hall; Subsequent edition.Google Scholar ↗

[refR-14] Mufidah, W. (2021). The Effect of Product Completeness, Price and Service Quality on Customer Satisfaction at The Tugu Gede Mayong Store. JEKMA: Jurnal Ekonomi Mahasiswa, 2(3), 1–9.Google Scholar ↗

[refR-15] Ningsih, E. I., Kaukab, M. E., Azka, M. G. M., & Akbar, M. A. M. (2024). Apakah Customer Satisfaction Berpengaruh dalam Repeat Order Konsumen Produk CV. Yuasafood Berkah Makmur? Jamasy: Jurnal Akuntansi, Manajemen Dan Perbankan Syariah, 4(1), 1–24.Google Scholar ↗

[refR-16] Nurochani, N. (2023). The Influence of Product Completeness on Consumer Purchasing Decisions at Kicau Kecil Baby Kids Store Tangerang Selatan Branch. Kompartemen: Kumpulan Orientasi Pasar Konsumen, 1(1), 18–24. https://doi.org/https://doi.org/10.56457/kompartemen.v1i1.368DOI ↗Google Scholar ↗

[refR-17] Rohwiyati, & Mulyono. (2017). Pengaruh Kualitas Pelayanan Terhadap Loyalitas Nasabah Dengan Kepuasan Nasabah Sebagai Pemediasi (Survei pada Nasabah Tabungan Tamades pada PD BKK Karanganyar Cabang Kebakkramat). JEKU : Jurnal Ekonomi Dan Kewirusahaan, 17(3), 436–447.Google Scholar ↗

[refR-18] Sarstedt, M., Ringle, C. M., & Hair, J. F. (2017). Partial Least Square Structural Equation Modeling. In C. Homburg, M. Klarmann, & A. Vomberg (Eds.), Handbook of Market Research (p. 40). Springer. https://doi.org/10.1007/978-3-319-05542-8_15-1DOI ↗Google Scholar ↗

[refR-19] Stanton, W. J. (2000). Prinsip pemasaran (Y. Lamarto (ed.)). Erlangga.Google Scholar ↗

[refR-20] Suharno, & Sutarso, Y. (2020). Marketing in Practice. Graha Ilmu.Google Scholar ↗

[refR-21] Sutanto, H., & Umam, K. (2019). Manajemen pemasaran bank syariah (Cet 2.). Pustaka Setia.Google Scholar ↗

[refR-22] Tahir, A. H., Adnan, M., & Saeed, Z. (2024). The impact of brand image on customer satisfaction and brand loyalty: A systematic literature review. Heliyon, 10(16), e36254. https://doi.org/https://doi.org/10.1016/j.heliyon.2024.e36254DOI ↗Google Scholar ↗

[refR-23] Zaini, A., & Poernamawati, D. E. (2019). Pengaruh Kepuasan Pelanggan Sebagai Variabel Mediasi Harga Dan Kualitas Pelayanan Terhadap Repeat Buying (Studi Pada Pelanggan Barbershop di Kota Malang). Jurnal Administrasi Dan Bisnis, 13(2), 131–143. https://doi.org/https://doi.org/10.33795/adbis.v13i2.1979DOI ↗Google Scholar ↗