The Influence of Product Quality, Event Marketing, and Word-of-Mouth On Repurchase Intention Mediated by Purchase Decision
DOI:
https://doi.org/10.38035/dijemss.v5i6.2915Keywords:
Product Quality, Event Marketing, Word of Mouth, Purchase Decision, Repurchase IntentionAbstract
The era of digitalization has brought significant changes to market dynamics, with consumers shifting towards edible consumer goods, especially healthier foods. In Indonesia, the FMCG (Fast Moving Consumer Goods) industry is experiencing rapid growth, driven by increasing consumer purchasing power, a large and diverse population, low product penetration, and rising health awareness. Cashew nuts have become one of the promising FMCG products due to their diverse nutritional value and benefits. Renjana Cashew was established as part of an entrepreneurship program at Ciputra University since 2021. Renjana products are roasted protein cashew nut snacks from Surabaya, featuring large-sized nuts, a crunchy texture, and unique flavors, making them suitable for everyday activities. This study aims to determine the effect of product quality, event marketing, and word of mouth on repurchase intention mediated by purchase decision. The research method used is quantitative descriptive confirmatory, with probability sampling technique using a simple random sampling approach. The sample size of this study is 318 respondents, who are customers of Renjana Cashew and have previously purchased the products. Data collection techniques involve using questionnaires and analysis with PLS-SEM. The results of the study indicate that product quality, event marketing, and word of mouth have a positive and significant effect on repurchase intention through purchase decision.
References
Aji, N. S., Djawahir, A. H., & Rofiq, A. (2019). THE INFLUENCE OF PRODUCTS AND PROMOTIONS ON PURCHASING DECISIONS MEDIATED IN PURCHASE MOTIVATION. JURNAL APLIKASI MANAJEMEN, 17(1), 152–161. https://doi.org/10.21776/ub.jam.2019.017.01.17
Ajzen, I. (1991). Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes.The theory of planned behavior. In Organizational Behavior and Human Decision Processes (Vol. 50, Issue 2).
Anckar, C. (2022). The Research Population. In Presidents, Monarchs, and Prime Ministers. https://doi.org/10.1007/978-3-031-03960-7_3
Baniecki, H., Parzych, D., & Biecek, P. (2023). The grammar of interactive explanatory model analysis. Data Mining and Knowledge Discovery. https://doi.org/10.1007/s10618-023-00924-w
Barton, N., Caicedo, A. E., Fuchs, G., Hamkins, J. D., Reitz, J., & Schindler, R. (2020). Inner-Model Reflection Principles. Studia Logica, 108(3). https://doi.org/10.1007/s11225-019-09860-7
Buck, R., Francis, T., Little, E., Moulton, J., & Phillips, S. (2020). Consumer Packaged Goods Practice.
Bujang, M. A., Omar, E. D., & Baharum, N. A. (2018). A review on sample size determination for cronbach’s alpha test: A simple guide for researchers. Malaysian Journal of Medical Sciences, 25(6). https://doi.org/10.21315/mjms2018.25.6.9
Casteel, A., & Bridier, N. L. (2021). Describing populations and samples in doctoral student research. International Journal of Doctoral Studies, 16. https://doi.org/10.28945/4766
Chong, D. (2022). Effect of Advertising, Buyer Reviews and Product Quality on Purchase Decisions. Dinasti International Journal of Economics, Finance & Accounting, 2(6). https://doi.org/10.38035/dijefa.v2i6.1451
Cronin, T. W. (2023). An Analytic Model for Tropical Cyclone Outer Winds. Geophysical Research Letters, 50(11). https://doi.org/10.1029/2023gl103942
Cuong, D. T. (2022). The Relationship Between Product Quality, Brand Image, Purchase Decision, and Repurchase Intention. Proceedings of International Conference on Emerging Technologies and Intelligent Systems, 299.
Daniel, M., Bogdan, G., & Daniel, Z. (2012). The Use of Event Marketing Management Strategies. Procedia - Social and Behavioral Sciences, 46. https://doi.org/10.1016/j.sbspro.2012.06.448
Datta, K. (2022). Questionnaires. In Making Sense of Sleep Medicine: A Hands-On Guide. https://doi.org/10.1201/9781003093381-19
De Lanerolle, G., Phiri, P., & Haroon, A. (2023). Primary and secondary care research. In Clinical Trials and Tribulations. https://doi.org/10.1016/b978-0-12-821787-0.00003-9
Ditta, A., Tabish, A. N., Farhat, I., Razzaq, L., Fouad, Y., Miran, S., Mujtaba, M. A., & Kalam, M. A. (2023). The Optimization of Operational Variables of Electrochemical Water Disinfection Using Response Surface Methodology. Sustainability (Switzerland), 15(5). https://doi.org/10.3390/su15054390
England, A. (2022). Quantitative and qualitative research methods. In Research for Medical Imaging and Radiation Sciences. https://doi.org/10.1007/978-3-030-79956-4_5
Frost, J. (2023). Cronbach’s Alpha: Definition, Calculations & Examples. Jim Frost.
Gerritsen, D., & Olderen, R. van. (2020). Introduction: Using Events as a Strategic Marketing Tool 2nd Edition (2nd ed.). CABI.
Ginting, Y. M., Moses, A., Sinaga, R., & Nainggolan, R. D. (2022). Analysis the Influence of Digital Marketing, Product Differentiation, Customer Value, Service Quality to Purchase Decision and Repurchase Intention of Millenial. Journal of Management & Business, 4(3).
Giovandhi, L., & Adlina, H. (2023). The Effect of Product Quality and Brand Love on Repurchase Intention on Apple Brand (Study on Generation Z Students Using Apple Products at the University of North Sumatra). Journal of Economics and Business (JECOMBI), 3(02). https://doi.org/10.58471/jecombi.v3i02.46
Guenther, P., Guenther, M., Ringle, C. M., Zaefarian, G., & Cartwright, S. (2023). Improving PLS-SEM use for business marketing research. Industrial Marketing Management, 111. https://doi.org/10.1016/j.indmarman.2023.03.010
Guerra-Tamez, C. R., Dávila-Aguirre, M. C., Barragán Codina, J. N., & Guerra Rodríguez, P. (2021). Analysis of the Elements of the Theory of Flow and Perceived Value and Their Influence in Craft Beer Consumer Loyalty. Journal of International Food and Agribusiness Marketing, 33(5). https://doi.org/10.1080/08974438.2020.1823929
Han, S., Song, D., Xu, L., Ye, Y., Yan, S., Shi, F., Zhang, Y., Liu, X., & Du, H. (2022). Behaviour in public open spaces: A systematic review of studies with quantitative research methods. In Building and Environment (Vol. 223). https://doi.org/10.1016/j.buildenv.2022.109444
Isnania, M., Wasnury, R., & Marhadi, M. (2022). The Effect of Product Quality and Price with The Halal Label as a Moderating Variable on Purchasing Decisions Zoya Halal Cosmetics in Pekanbaru City. INTERNATIONAL JOURNAL OF ECONOMICS, BUSINESS AND APPLICATIONS, 7(2). https://doi.org/10.31258/ijeba.7.2.53-74
Jasin, M., & Firmansyah, A. (2023). The role of service quality and marketing mix on customer satisfaction and repurchase intention of SMEs products. Uncertain Supply Chain Management, 11(1). https://doi.org/10.5267/j.uscm.2022.9.004
Kevin, L., & Tjokrosaputro, M. (2021). Pengaruh Perceived Price Dan Country Of Origin Terhadap Repurchase Intention Merek Minuman Xing Fu Tang Di Jakarta: Word Of Mouth Sebagai Variabel Mediasi. Jurnal Manajerial Dan Kewirausahaan, 3(1). https://doi.org/10.24912/jmk.v3i1.11287
Khan, M. T., Idrees, M. D., Rauf, M., Sami, A., Ansari, A., & Jamil, A. (2022). Green Supply Chain Management Practices’ Impact on Operational Performance with the Mediation of Technological Innovation. Sustainability (Switzerland), 14(6). https://doi.org/10.3390/su14063362
Kok, W., Ariesa, Y., Pratama, V., Kosasih, S., & Fernand Alianza, V. (2021). The Role of Brand Ambassador, Event Marketing and Digital Marketing on Purchase Decisions User Shopee. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 4(3).
Kotler Phillip. (2020). Manajemen pemasaran?: Jil. 1 / Philip Kotler, Kevin Lane Keller?; Alih Bahasa Bob Sabran. Jurnal Manajemen Dan Enterpreneurship, 6(3).
Lamoureux, E., Ishikawa, T., Yeates, K. O., Brooks, B. L., Beauchamp, M. H., Craig, W., Gravel, J., Zemek, R., & Doan, Q. (2023). Convergent Validity of Myheartsmap: A Pediatric Psychosocial Health Screening Tool. Child Psychiatry and Human Development, 54(1). https://doi.org/10.1007/s10578-021-01221-7
Li, Y., Wen, Z., Hau, K. T., Yuan, K. H., & Peng, Y. (2020). Effects of Cross-loadings on Determining the Number of Factors to Retain. Structural Equation Modeling, 27(6). https://doi.org/10.1080/10705511.2020.1745075
Liu, X., Zhang, Z., & Wang, L. (2023). Bayesian hypothesis testing of mediation: Methods and the impact of prior odds specifications. Behavior Research Methods, 55(3). https://doi.org/10.3758/s13428-022-01860-1
Luh, N., Nilam, Y., Dewi, P., Pasek, G. W., Tinggi, S., & Ekonomi’satya’dharma Singaraja, I. (2022). EFFECT OF EVENT MARKETING, HOUSING CONCEPT AND LOCATION ON HOME PURCHASE DECISIONS IN PT. BHUMI INTI PROPERTINDO SINGARAJA. COSTING: Journal of Economics, Business and Accounting, 6(1).
Mamta, & Kumar, V. (2023). A systematic review of library service quality studies: Models, dimensions, research populations and methods. Journal of Librarianship and Information Science. https://doi.org/10.1177/09610006221148190
Manstein, S. M., Shiah, E., & Laikhter, E. (2023). Surveys and questionnaires. In Handbook for Designing and Conducting Clinical and Translational Surgery. https://doi.org/10.1016/B978-0-323-90300-4.00092-6
Marahastuti, K., & Rizky, A. P. K. (2023). Effect of Word of Mouth on Purchase Decision. Bulletin of Innovation in …, 1(1).
Martha, L. P., Primadewi, A., Priwirjanto, E. S., Fatmawati, E., Nahdiana, Yustina, I., Mastiyah, I., & Hidayati, L. L. A. (2023). The effects of digital marketing, word of mouth, and service quality on the purchase decisions: An empirical study of food SMEs products. International Journal of Data and Network Science, 7(3). https://doi.org/10.5267/j.ijdns.2023.5.012
Mcleod, S. (2023). Qualitative Vs Quantitative Research Methods & Data Analysis. Psychology?» Research Methodology.
Mehta, S., Saxena, T., & Purohit, N. (2020). The New Consumer Behaviour Paradigm amid COVID-19: Permanent or Transient? Journal of Health Management, 22(2), 291–301. https://doi.org/10.1177/0972063420940834
Memon, M. A., Ramayah, T., Cheah, J. H., Ting, H., Chuah, F., & Cham, T. H. (2021). PLS-SEM STATISTICAL PROGRAMS: A REVIEW. Journal of Applied Structural Equation Modeling, 5(1). https://doi.org/10.47263/JASEM.5(1)06
Nanjundeswaraswamy, T. S., & Divakar, S. (2021). DETERMINATION OF SAMPLE SIZE AND SAMPLING METHODS IN APPLIED RESEARCH. Proceedings on Engineering Sciences, 3(1). https://doi.org/10.24874/pes03.01.003
Nha, V. T. T. (2021). Understanding validity and reliability from qualitative and quantitative research traditions. VNU Journal of Foreign Studies, 37(3). https://doi.org/10.25073/2525-2445/vnufs.4672
Ozili, P. K. (2022). The Acceptable R-Square in Empirical Modelling for Social Science Research. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.4128165
Pandey, R., Reddy, L. S., Chaudary, V., Widyawati, V. T., Sin, L. G., Bin Mohd Ghazali, M. K. A., Kee, D. M. H., Bin Ibrahim, M. F., Bin Ahmad Fadzeil, M. Z., & Binti Mohamed, N. A. (2021). Analysis the Effect of Product Quality and Price on Purchase Decision (Case Study of Adidas India, Indonesia, and Malaysia). International Journal of Accounting & Finance in Asia Pasific, 4(1). https://doi.org/10.32535/ijafap.v4i1.1034
Rahman, F., Juanda, J., & Saguni, S. S. (2021). Supremasi Perempuan Dalam Novel Renjana Dyana Karya Adimodel?: Kajian Feminisme Radikal. Interference: Journal of Language, Literature, and Linguistics, 2(2). https://doi.org/10.26858/interference.v2i2.20795
Rania, C., Daud, I., Afifah, N., Heriyadi, H., & Syahbandi, S. (2023). The Role of Brand Awareness as a Mediating Variable on the Effect of Instagram Advertisement and Word of Mouth on Purchase Decision (Case Study in Erigo). South Asian Research Journal of Business and Management, 5(1). https://doi.org/10.36346/sarjbm.2023.v05i01.004
Role, T., Student, O., In, S., Roots, T., Determining, O., Of, W., Santoso, A., Widowati, S. Y., & Auliya, Z. F. (2021). RELEVANCE?: Journal of Management and Business. Researchgate.Net, 4(1).
Rönkkö, M., & Cho, E. (2022). An Updated Guideline for Assessing Discriminant Validity. Organizational Research Methods, 25(1). https://doi.org/10.1177/1094428120968614
Rubin, M., & Donkin, C. (2022). Exploratory hypothesis tests can be more compelling than confirmatory hypothesis tests. Philosophical Psychology. https://doi.org/10.1080/09515089.2022.2113771
Sardana, N., Shekoohi, S., Cornett, E. M., & Kaye, A. D. (2023). Qualitative and quantitative research methods. In Substance Use and Addiction Research: Methodology, Mechanisms, and Therapeutics. https://doi.org/10.1016/B978-0-323-98814-8.00008-1
Sari, N. N., Fauzi, A., & Rini, E. S. (2021). The Effect of Electronic Word of Mouth (E-Wom) and Brand Image on Repurchase Intention Moderated by Brand Trust in the Garuda Indonesia Airline. International Journal of Research and Review, 8(9). https://doi.org/10.52403/ijrr.20210912
Shabrina, S. A., & Budiatmo, A. (2020). Pengaruh Kualitas Produk Dan Harga Terhadap Minat Beli Ulang Dengan Keputusan Pembelian Sebagai Variabel Intervening Pada Holland Bakery Pandanaran Semarang. Jurnal Ilmu Administrasi Bisnis, 9(4). https://doi.org/10.14710/jiab.2020.28771
Siwiec, D., & Pacana, A. (2021). A pro-environmental method of sample size determination to predict the quality level of products considering current customers’ expectations. Sustainability (Switzerland), 13(10). https://doi.org/10.3390/su13105542
Stratton, S. J. (2021). Population Research: Convenience Sampling Strategies. In Prehospital and Disaster Medicine (Vol. 36, Issue 4). https://doi.org/10.1017/S1049023X21000649
Suhan, Samartha, V., & Kodikal, R. (2020). Measuring the Effect Size of Coefficient of Determination and Predictive Relevance of Exogenous Latent Variables on Endogenous Latent Variables through PLS-SEM. International Journal of Pure and Applied Mathematics, 119(18).
Tjandra, DR. R. (2023). How to Build a Winning Fast Moving Consumer Goods Brand in Indonesia. The Jakarta Post.
Tjandra, R. (2022, October 31). The economics of Indonesian FMCG industry. The Jakarta Post.
Wiratama, B., Wijaya, A. P., Prihandono, D., Wijayanto, A., & Suhud, U. (2022). EXAMINING THE ROLE OF WORD OF MOUTH IN PURCHASE DECISION: AN INSIGHT FROM FASHION STORE. Business: Theory and Practice, 23(1). https://doi.org/10.3846/btp.2022.12554
Witjaksono, J., Rusdin, Dahya, Sutisna, E., Indrasti, R., Tan, S. S., Indrawanto, C., Rawung, J. B. M., Manoppo, C. N., Rinaldi, J., Mahaputra, I. K., & Arianti, F. D. (2022). A REVIEW OF THE SMALLHOLDER CASHEW NUT PROCESSING INDUSTRY IN INDONESIA AND ITS SUSTAINABILITY. Journal of Southwest Jiaotong University, 57(4), 58–70. https://doi.org/10.35741/issn.0258-2724.57.4.5
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Timothy Jason Lianto, Eric Harianto
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish their manuscripts in this journal agree to the following conditions:
- The copyright on each article belongs to the author(s).
- The author acknowledges that the Dinasti International Journal of Education Management and Social Science (DIJEMSS) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
- Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Education Management and Social Science (DIJEMSS).
