Determinants of Repeat Purchase Decisions Among Retail Consumers: The Role of Service Quality, Sales Promotions, and Product Variety

Gading Aryuda Brilliant Saputra; Riawan; Fery Setiawan

doi:10.63922/ijebir.v5i04.4886

Gading Aryuda Brilliant Saputra Fakultas Ekonomi Universitas Muhammadiyah Ponorogo
Riawan Fakultas Ekonomi Universitas Muhammadiyah Ponorogo
Fery Setiawan Fakultas Ekonomi Universitas Muhammadiyah Ponorogo

DOI: https://doi.org/10.63922/ijebir.v5i04.4886

Keywords: Repurchase Decision, Service Quality, Retail Marketing, Sales Promotion, Product Variety

Abstract

The increasingly fierce competition in the retail business demands companies to implement effective marketing strategies to encourage consumer repurchase decisions. This study aims to analyze the influence of service quality, sales promotion, and product variety on repurchase decisions at Syamsuna Supermarket, Dolopo District, Madiun Regency. The study used a quantitative approach with an explanatory research design. The study population was all consumers of Syamsuna Supermarket, with a sample of 151 respondents selected using an accidental sampling technique. Data were collected through a questionnaire with a Likert scale and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) assisted by SmartPLS 4. The results showed that sales promotion and product variety had a positive and significant effect on repurchase decisions, while service quality had no significant effect. The research model was able to explain 70.6% of the variation in repurchase decisions, indicating strong predictive ability. In conclusion, consumer repurchase decisions at Syamsuna Supermarket are more influenced by the effectiveness of sales promotions and the variety of products available, while service quality plays a supporting role that does not directly encourage repurchase.

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