Price perception and repurchase intention: Mediated by brand experience and brand preference
Keywords:
Repurchase intention, price perception, brand experience, brand preference
Abstract
This study aims to analyze the extent of price perception on the repurchase intention of the Erigo brand in Padang City through brand experience and brand preference as mediating variables. The population in this study were all consumers of the Erigo brand and the sample in this study were users who had bought Erigo products. The number of samples in this study were 120 respondents using purposive sampling method. The analytical technique used is SEM analysis using smart PLS3. The results of this study indicate (1) Price perception has a significant influence on repurchase intention. (2) Price perception has a significant influence on brand preference. (3) Price perception has a significant influence on brand experience. (4) Brand experience has a significant influence on brand preference. (5) Brand preference has a significant effect on repurchase intention. (6) Brand experience has a significant influence on repurchase intention. (7) There is an indirect and significant and positive effect between price perception and repurchase intention through brand experience as a mediator. (8) There is an indirect and significant and positive effect between price perception and repurchase intention through brand preference as a mediator.
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References
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Liang, LJ, Choi, HC, & Joppe, M. (2018). Understanding repurchase intention of Airbnb consumers: perceived authenticity, electronic word-of-mouth, and price sensitivity. Journal of Travel & Tourism Marketing, 35(1), 73-89.
Liu, CHS, & Lee, T. (2016). Service quality and price perception of service: Influence on word-of-mouth and revisit intention. Journal of Air Transport Management, 52, 42-54.
Mai, PH (2016). Determinants Impacting Consumers¡¯ Purchase Intention: The Case of Fast Food in Vietnam. International Journal of Marketing Studies, 8(5), 56-68.
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Parastanti, GP (2014). The Effect of Prior Online Purchase Experience on Trust and Online Repurchase Intention (Survey of ZALORA Indonesia Customers Through the Website www.zalora.co.id). Journal of Business Administration, 16(1).
Rahmaningtyas, A., Hartono, S., & Suryantini, A. (2017). Factors affecting online purchasing of local food. Agro-Economics, 28(2), 189-204.
Sääksjärvi, M., & Samiee, S. (2011). Relationships among brand identity, brand image and brand preference: differences between cyber and extension retail brands over time. Journal of interactive marketing, 25(3), 169-177.
Sahin, A., Zehir, C., & Kitapci, H. (2012). The effects of brand experience and service quality on repurchase intention: The role of brand relationship quality. African Journal of Business Management, 6(45), 11190.
Schmitt, B. 2010. To cite this article: Bernd Schmitt 1999 Experiential Marketing. Journal of Marketing Management, 15(1–3), 53–67.
Tsai, YC, Chang, HC, & Ho, KC (2015). A study of the relationship among brand experiences, self-concept congruence, customer satisfaction, and brand preference. Contemporary Management Research, 11(2).
Venkatesh, V., Thong, JY, & Xu, X. (2012). Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS quarterly, 157-178.
Xie, L., Poon, P., & Zhang, W. (2017). Brand experience and customer citizenship behavior: the role of brand relationship quality. Journal of Consumer Marketing.
Yasri, Y., Susanto, P., Hoque, ME, & Gusti, MA (2020). Price perception and price appearance on repurchase intention of Gen Y: do brand experience and brand preference mediate ?. Heliyon, 6(11), e05532.
Zarantonello, L., Schmitt, BH, & Brakus, JJ 2007. Development of the Brand Experience Scale. Advances in Consumer Research - North American Conference Proceedings, 34, 580
Chen-Yu , Jessie , Cho Siwon and Kincade Doris. 2016. Brand perception and brand repurchase intent in online apparel shopping: An examination of brand experience, image congruence, brand affect, and brand trust. Journal of Global fashion Marketing, Vol. 7, no. 1, 30 – 44.
Chomvilailuk, R., & Butcher, K. (2010). Enhancing brand preference through corporate social responsibility initiatives in the Thai banking sector. Asia Pacific Journal of Marketing and Logistics.
Ebrahim, R., Ghoneim, A., Irani, Z., & Fan, Y. (2016). A brand preference and repurchase intention model: the role of consumer experience. Journal of Marketing Management, 32(13-14), 1230-1259.
Halim Clementia Beatrice, et al. 2014. The Effect of Brand Identity on the Emergence of Brand Preference and Repurchase Intention in the Toyota Brand. Jl. Siwalankerto 121-132, Surabaya: Petra Marketing Management Journal Vol. 2, N0. 1. (2014) 1-11
Hwang, J., & Chung, JE (2019). What drives consumers to certain retailers for organic food purchase: The role of fit for consumers' retail store preference. Journal of Retailing and Consumer Services, 47, 293-306.
Ibzan, E., Balarabe, F., & Jakada, B. (2016). Consumer satisfaction and repurchase intentions. Developing Country Studies, 6, 96–100.
Kim, HW, Xu, Y., & Gupta, S. (2012). Which is more important in Internet shopping, perceived price or trust ?. Electronic commerce research and applications, 11(3), 241-252.
Kim, YE, & Yang, HC (2020). The effects of perceived satisfaction level of high-involvement product choice attribute of millennial generation on repurchase intention: Moderating effect of gender difference. The Journal of Asian Finance, Economics, and Business, 7(1), 131-140.
Kotler and Gary Armstrong. (2016). Marketing Fundamentals. Volume 1, Ninth Edition. Jakarta: Erlangga. p125
Leong, LY, Hew, TS, Lee, VH, & Ooi, KB (2015). An SEM–artificial-neural-network analysis of the relationships between SERVPERF, customer satisfaction and loyalty among low-cost and full-service airlines. Expert systems with applications, 42(19), 6620-6634.
Liang, LJ, Choi, HC, & Joppe, M. (2018). Understanding repurchase intention of Airbnb consumers: perceived authenticity, electronic word-of-mouth, and price sensitivity. Journal of Travel & Tourism Marketing, 35(1), 73-89.
Liu, CHS, & Lee, T. (2016). Service quality and price perception of service: Influence on word-of-mouth and revisit intention. Journal of Air Transport Management, 52, 42-54.
Mai, PH (2016). Determinants Impacting Consumers¡¯ Purchase Intention: The Case of Fast Food in Vietnam. International Journal of Marketing Studies, 8(5), 56-68.
Nugraha, Ricky. (2019) Erigo x Thanksinsomnia Sets MURI Record for Most Online T-shirt Sales in an Hour. Gramedia Compass. https://hai.grid.id .
Parastanti, GP (2014). The Effect of Prior Online Purchase Experience on Trust and Online Repurchase Intention (Survey of ZALORA Indonesia Customers Through the Website www.zalora.co.id). Journal of Business Administration, 16(1).
Rahmaningtyas, A., Hartono, S., & Suryantini, A. (2017). Factors affecting online purchasing of local food. Agro-Economics, 28(2), 189-204.
Sääksjärvi, M., & Samiee, S. (2011). Relationships among brand identity, brand image and brand preference: differences between cyber and extension retail brands over time. Journal of interactive marketing, 25(3), 169-177.
Sahin, A., Zehir, C., & Kitapci, H. (2012). The effects of brand experience and service quality on repurchase intention: The role of brand relationship quality. African Journal of Business Management, 6(45), 11190.
Schmitt, B. 2010. To cite this article: Bernd Schmitt 1999 Experiential Marketing. Journal of Marketing Management, 15(1–3), 53–67.
Tsai, YC, Chang, HC, & Ho, KC (2015). A study of the relationship among brand experiences, self-concept congruence, customer satisfaction, and brand preference. Contemporary Management Research, 11(2).
Venkatesh, V., Thong, JY, & Xu, X. (2012). Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS quarterly, 157-178.
Xie, L., Poon, P., & Zhang, W. (2017). Brand experience and customer citizenship behavior: the role of brand relationship quality. Journal of Consumer Marketing.
Yasri, Y., Susanto, P., Hoque, ME, & Gusti, MA (2020). Price perception and price appearance on repurchase intention of Gen Y: do brand experience and brand preference mediate ?. Heliyon, 6(11), e05532.
Zarantonello, L., Schmitt, BH, & Brakus, JJ 2007. Development of the Brand Experience Scale. Advances in Consumer Research - North American Conference Proceedings, 34, 580
Published
2022-12-21
How to Cite
Almukarim, Y., & Yasri, Y. (2022). Price perception and repurchase intention: Mediated by brand experience and brand preference . Marketing Management Studies, 2(4), 324-334. https://doi.org/10.24036/mms.v2i4.299
Section
Articles
