THE EFFECT OF PRICE FAIRNESS AND PRODUCT COMPLETENESS ON REPURCHASE INTENTIONS MEDIATED BY CUSTOMER SATISFACTION: A STUDY ON INDOBAT PHARMACY CUSTOMERS IN DENPASAR CITY

Abstract

Repurchase intention signifies a customer's inclination to make subsequent purchases after an initial positive buying experience. This phenomenon significantly contributes to boosting a company's overall sales volume. This research aims to explore and elucidate the impact of both pricing fairness and product assortment on repurchase intention, with customer satisfaction serving as an intermediary factor. The study was conducted among patrons of Indobat Pharmacy in Denpasar City, involving a sample of 150 respondents. The sampling method employed was purposive, with participants meeting the criterion of having shopped at Indobat Pharmacy at least once within the past three months. The findings indicate that enhanced affordability and a wider product range provided by Indobat Pharmacy lead to a heightened repurchase intention among its customers.

Keywords

• fairness of price
• product completeness
• customer satisfaction
• repurchase intention