MARKETING MIX, VALUE PERCEPTION, AND REPURCHASE DECISION THROUGH CONSUMER SATISFACTION AS AN INTERVENING

Abstract

Marketing is one of the most important links in the sustainability of a product, how consumers have a concept of value and then provide high satisfaction and loyalty in choosing a product. The marketing mix is a refinement of the traditional marketing mix concept, by considering aspects of marketing holistically. The purpose of this study is to explore the implementation of the marketing mix and perception of value on the decision to make a repeat purchase with the intervening variable being consumer satisfaction. The research method uses a quantitative approach, using a questionnaire with a Likert scale to find primary data. The analysis used is Structural Equation Modeling (SEM) based on variance with the help of the SmartPLS application. The results showed that the marketing mix did not have a significant effect on consumer satisfaction , the perception of value had a positive and significant effect on consumer satisfaction , the marketing mix did not have a significant effect on the decision to repurchase the product, the perception of value had a positive and significant effect on the decision to repurchase processed products, consumer satisfaction did not have a significant effect on the decision to repurchase processed products, the marketing mix did not have a significant effect on the decision to repurchase through consumer satisfaction of the product, the perception of value did not have a significant effect on the decision to repurchase through consumer satisfaction.