The Role of Customer Satisfaction in Mediating the Influence of Brand Image and Digital Promotion on Repurchase Intention at Assalam Dates Store

Abstract

This study aims to analyze the influence of Brand Image and Digital Promotion on Repurchase Intention with Customer Satisfaction as a mediating variable at Toko Kurma Assalam, a date retail business in Makassar City. This study uses a quantitative approach with a causal associative research type, where primary data is collected through a five-point Likert scale questionnaire distributed to customers who have made purchases at least twice in the past year, using a purposive sampling technique. The number of respondents in this study was 160 people. Data were analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method with the help of SmartPLS 4 software. The results show that Brand Image and Digital Promotion have a positive and significant effect on Customer Satisfaction and Repurchase Intention. Customer Satisfaction is also proven to have a positive and significant effect on Repurchase Intention, as well as partially mediating the effect of Brand Image and Digital Promotion on Repurchase Intention. The R-Square value shows that Brand Image and Digital Promotion are able to explain Customer Satisfaction by 43.1%, while Brand Image, Digital Promotion, and Customer Satisfaction are able to explain Repurchase Intention by 47.0%. This finding confirms that strengthening brand image and optimizing digital promotions need to be accompanied by increasing customer satisfaction to be able to encourage continuous repeat purchases, especially in the retail business of religious food products such as dates.