The Influence of Social Media Marketing, Perceived Price Fairness, and Twoway Communication on Repurchase Intention: The Mediating Role of Customer Satisfaction
Keywords:
Social Media Marketing, Perceived Price Fairness, CommunicationAbstract
Increasingly fierce business competition and ever-changing consumer needs encourage companies to understand consumer desires and build high repurchase intent. Using the Theory of Reasoned Actions (TRA), this study aims to test the influence of social media marketing, perceived price fairness, and two-way communication on repurchase intention. In addition, this study also examines the mediating role of customer satisfaction. The sample in this study is 310 consumers of Unilever products in Padang City. SEM-PLS was used to test the hypothesis in this study. The results of the study show that social media marketing and perceived price fairness do not have a direct effect on repurchase intention, while two-way communication has a direct effect on repurchase intention. Furthermore, customer satisfaction was found to partially mediate the influence of social media marketing and perceived price fairness on repurchase intention, while the influence of two-way communication on repurchase intention was mediated partially by customer satisfaction. The results of this research contribute to the existing literature.
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