The Effect of Price and Product Quality on Repurchase Intention through Customer Satisfaction: Evidence from Sarapan Serba 10.000 MSMEs

Authors

  • Alian Kanelius Institut Bisnis dan Ekonomi Indonesia
  • Desyka Rahman Fitryani Institut Bisnis Dan Ekonomi Indonesia
  • Leo Ligorius Institut Bisnis Dan Ekonomi Indonesia
  • Irena Lima Institut Bisnis Dan Ekonomi Indonesia

DOI:

https://doi.org/10.54526/jbensm.v2i1.17

Keywords:

Price; Product Quality; Customer Satisfaction; Repurchase Intention.

Abstract

This reserch investigates the effect of price and the quality of the product on repurchase intention among consumers with sarapan serba Rp10.000 food vendors in Pontianak City, Indonesia, with customer satisfaction functioning as a mediator variable. Repurchase intention holds particular significance for informal food vendors operating within a price-uniform segment, as it fundamentally determines business sustainability and competitive advantage. Applying a quantitative research method, information was gathered using structured survey forms administered from 160 respondents and  processed utilizing PLS-SEM via SmartPLS 3.0. The findings reveal that price and product quality exert statistically considerable and favorable effects on both customer satisfaction and repurchase intention (p < 0.001). Customer satisfaction likewise has a significant effect on repurchase intention and partially mediates the relationships between price, product quality, and repurchase intention. The proposed model explains 58.2% of the variation in repurchase intention (R² = 0.582). This research has several limitations, including its geographic concentration on a single trading area and the adoption of a cross-sectional design. Subsequent studies are encouraged to incorporate longitudinal approaches and additional variables such as service quality and brand familiarity. Practically, vendors are advised to prioritize product quality consistency and perceived price fairness to sustain consumer repurchase behavior.

Downloads

Download data is not yet available.

References

Agustini, M., R, A. D. P., Tina, Alfoni, L. R., & Hikmah, N. (2025). Analisis Harga Terhadap Kepuasan Konsumen di “Tempat Biasa Caffe” Jalan Raden Saleh Induk No. 07 Kota Palangkaraya. 14–23.

Aji, R. A. S., & Nurlinda. (2024). The Influence of Product Quality and Service Quality on Customer Loyalty Through Customer Satisfaction. International Journal of Economics (IJEC), 3(2), 1253–1269. https://doi.org/10.55299/ijec.v3i2.1103

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T

Amalia, Y. N., & Nurtiahiadi, E. (2024). Dampak Persepsi Harga Terhadap Minat Beli Ulang Melalui Kepuasan Konsumen Pada Luwak White Koffie Di Kota Bandung. 6, 1565–1577.

Andriani, Y. D., & Nurtjahjadi, E. (2024). The Effect of Product Quality and Price Perception on Repurchase Intention of ABC Chili Sauce Products in Bandung City. 4(10), 1713–1724.

Aprilia, M., & Sukma, R. P. (2023). Pengaruh Persepsi Harga dan Word of Mouth terhadap Kepuasan Pelanggan melalui Keputusan Pembelian. 3(1), 150–165.

Ariani, N. K. D., Wimba, I. G. A., & Trarintya, M. A. P. (2023). The Effect of Service Quality and Product Quality on Consumer Repurchase Intention with Satisfaction as A Mediating Variable at Putri Ayu’s Weaving in Gianyar Regency. Management and Applied Social Studies Review, 1(2), 64–70. https://doi.org/10.32795/massiv.v1i2.4280

Aulia, N., Ahkmad, N. N., Ramadhia, K., & Rahayu, F. (2026). Market Segmentation and Targeting Analysis for Online Food Delivery in Jabodetabek , Indonesia. 6, 280–292.

BPS. (2024). Pertumbuhan Industri.

Buke, J. L., Elisabet, A., Suna, D., Ratu, M., & Meni, R. (2025). Ekonomi Indonesia Mengatasi Tantangan , Menjaga Stabilitas. 8(3), 965–970.

Da, C. M. R., Moenardy, K. K., Ximenes, L., & Ec, L. (2023). The Effect of Product Quality , Price , and Promotion on Satisfaction Customers. 02(12), 352–389. https://doi.org/10.56982/dream.v2i12.184

Do, A. D., Ha, D. L., Pham, M. T., Khuat, M. A. T., Le, V. A. T., Nguyen, D. N. D., & La, T. Q. (2025). Impacts of e-RLSQ on repurchase intention in Vietnam’s e-commerce market: The mediating role of customer satisfaction and trust. International Journal of Information Management Data Insights, 5(2), 100346. https://doi.org/10.1016/j.jjimei.2025.100346

Fadli, M., & Zsazsa, A. (2024). Product Quality , Packaging , Taste , And Price As Antecedents Of Consumer Satisfaction ( Case Study On Olive Fried Chicken In Yogyakarta City ). 12(December), 8–17. https://doi.org/10.33019/equity.v

Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128

Hair, J. F., Sarstedt, M., & Ringle, C. M. (2021). Partial Least Squares Structural Equation Modeling. In Handbook of Market Research (Issue July). https://doi.org/10.1007/978-3-319-57413-4_15

Herlansyah, D., & Sigarlaki, F. (2025). Pengaruh Product Quality Terhadap Repurchase Intention Dengan Customer Satisfaction Sebagai Variabel Intervening Pada Pelanggan Susu UHT Ultramilk Di Kota Cimahi. 14(September), 3309–3321. https://doi.org/10.34127/jrlab.v14i3.1726

Khan, S. A., Liang, Y., & Shahzad, S. (2015). An Empirical Study of Perceived Factors Affecting Customer Satisfaction to Re-Purchase Intention in Online Stores in China. Journal of Service Science and Management, 08(03), 291–305. https://doi.org/10.4236/jssm.2015.83032

Kharisma, M. A. (2006). Pengaruh harga, promosi, dan kualitas produk terhadap minat beli masyarakat pada store cosmic cabang di surabaya.

Kotler, P., & Armstrong, G. (2017). Principles of Marketing. In Early Greek Mythography, Vol. 1: Texts. https://doi.org/10.1093/oseo/instance.00295839

Kotler, P., Keller, Manceau, & Hemonnet-Goujot, A. (2016). Marketing Management 15th. In Décisions Marketing (Vol. 83).

Kurniawan, M. A., & Maharani, N. P. (2025). The Effect of Product Quality, Price, and Store Atmosphere on Purchase Decision. Golden Ratio of Marketing and Applied Psychology of Business, 6(1), 67–79. https://doi.org/10.52970/grmapb.v6i1.1262

Latan, H., & Ghozali, I. (2015). Partial Least Squares: Concepts, Techniques and Applications using SmartPLS 3.

Matzler, K., Würtele, A., & Renzl, B. (2024). Dimensions of price satisfaction: A study in the retail banking industry. International Journal of Bank Marketing, 24(4), 216–231. https://doi.org/10.1108/02652320610671324

Narista, A. D. (2020). Pengaruh Kualitas Produk, Kualitas Pelayanan, dan Harga Terhadap Keputusan Pembelian di Toko Kue Dapur Coklat Surabaya. Jurnal Pemasaran Kompetitif, 3(2), 12.

Nasirudin, M., Yulisetiarini, D., & Suroso, I. (2018). The Role Of Customer Satisfaction On Product Quality , Price And Brand Image In Creating Word Of Mouth On Shop Store Conato In Jember. 7(5), 13–22.

Natalia, N. K. T., & Suparna, G. (2024). The Role of Customer Satisfaction in Mediating the Influence of Service Quality on Repurchase Intention. International Journal of Economics, Commerce, and Management, 2(1), 21–43. https://doi.org/10.62951/ijecm.v2i1.350

Nur, R. H. F. (2025). Interregional Consumption Pattern and Their Contribution to Economic Growth. 5522–5532. https://doi.org/10.24815/jr.v8i4.49233

Pradita, G., & Irmawati. (2024). PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP NIAT PEMBELIAN ULANG DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PELANGGAN PRODUK CONVERSE. MANAJEMEN DEWANTARA. https://api.semanticscholar.org/CorpusID:273266241

Rochana, W., Noordiana, N., & Pribadhi, A. (2025). Analisis Perilaku Konsumen Dalam Keputusan Pembelian “ Rice Bowl ” di Kabupaten Sidoarjo. Pajak Dan Manajemen Keuangan. https://doi.org/10.61132/pajamkeu.v2i4.1355

Sauw, O., & Mointi, R. (2023). Customer Experience dan Customer Satisfaction terhadap Repurchase Intention Produk Online. YUME : Journal of Management, 6, 260. https://doi.org/10.37531/yum.v6i1.3574

Sinha, K. J., Sinha, S., & Sinha, B. J. (2024). Micro , Small , and Medium-Sized Enterprises ( MSMEs ): The Significant Role and Challenges in Indonesia ’ s Economy. 6(3), 0–10.

Siregar, A. P., Yusuf, M., Jayanto, I., & Rahayu, S. (2022). The Influence of Taste and Price on Consumer Satisfaction. 3(6).

Sugiyono, D. (2020). Metode penelitian kuantitatif kualitatif dan R&D. In Penerbit Alfabeta.

Tufahati, N., Safa, C., Tresna, P. W., Chan, A., Sciences, P., & Sumedang, K. (2021). Dampak Kepuasan Pelanggan terhadap Niat Pembelian Ulang ( Survei pada Pelanggan Bloomythings ). 14(2), 177–186.

Yulistiyono, A., Andriani, E., & Rukmana, A. Y. (2023). Transformation of Modern Culinary Entrepreneurs : Strategies and Challenges in the Face of the Modern Era. 1(03), 155–161.

Zebua, O. K., Zahra, A., Destiyani, S., & Aditya, F. A. (2026). Eksplorasi Peran Strategi Segmentasi , Targeting , Dan Positioning ( STP ) dalam Membentuk Perilaku Pembelian Konsumen Pada UMKM Kuliner. 9(1), 90–96.

Zhang, J., Zheng, H., Liu, J., & Shen, W. (2024). Research on factors influencing the consumer repurchase intention: Data mining of consumers’ online reviews based on machine learning. Neural Computing and Applications, 36(17), 9837–9848. https://doi.org/10.1007/s00521-024-09591-4

Zhang, N., Liu, R., Zhang, X. Y., & Pang, Z. L. (2021). The impact of consumer perceived value on repeat purchase intention based on online reviews: by the method of text mining. Data Science and Management, 3(June), 22–32. https://doi.org/10.1016/j.dsm.2021.09.001

Downloads

Published

2026-07-30

How to Cite

Kanelius, A., Desyka Rahman Fitryani, Leo Ligorius, & Irena Lima. (2026). The Effect of Price and Product Quality on Repurchase Intention through Customer Satisfaction: Evidence from Sarapan Serba 10.000 MSMEs. Journal of Business Economics : Needs, Services, and Money, 2(1), 40–59. https://doi.org/10.54526/jbensm.v2i1.17

Issue

Vol. 2 No. 1 (2026): Journal of Business Economics:Needs, Services, and Money

Section

Research Articles

License

Copyright (c) 2026 Alian Kanelius, Desyka Rahman Fitryani , Leo Ligorius , Irena Lima

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.