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All Journal Jurnal Fokus Manajemen Bisnis Journal of Management and Entrepreneurship Research
Stefia, Cheryl Marlitta
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Repurchase intention in modern retail: A moderation analysis of experience marketing in affecting consumer behavior Sukoco, Andreas Ari; Stefia, Cheryl Marlitta; Sedera, Rakotoarisoa Maminiaina Heritiana; Abbas, Ansar
Jurnal Fokus Manajemen Bisnis Vol. 15 No. 2 (2025)
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/fokus.v15i2.13778

Abstract

In the increasingly competitive modern retail sector, understanding the determinants of consumer repurchase intention has become essential for sustaining customer loyalty and long-term profitability. This study aims to examine the effects of product quality, price perception, and promotion on repurchase intention, while further analyzing the moderating role of experience marketing. Employing a cross-sectional survey design, data were collected from 120 purposely selected consumers who had recently purchased products at Super Indo outlets in Yogyakarta, Indonesia. A structured questionnaire using a five-point Likert scale was administered, and the instrument was verified through validity and reliability testing. Data analysis included descriptive statistics, hypothesis testing, and moderated regression analysis to evaluate both direct and interaction effects. The findings reveal that product quality, price perception, and promotion significantly influence repurchase intention. Moreover, experience marketing enhances the impact of product quality and price perception on repurchase intention, but does not moderate the relationship between promotion and repurchase intention. These results underscore the importance of integrating consumer experience into product and pricing strategies, while reevaluating promotional activities beyond short-term incentives. The study provides empirical contributions to consumer behavior research in developing economies and offers practical insights for retail managers seeking to foster sustainable customer loyalty.
The Influence of Environmental Awareness, Environmental Attitudes, and Perceptions of Green Marketing on Consumer Trust in Environmentally Friendly Products in Modern Retail Sukoco, Andreas Ari; Stefia, Cheryl Marlitta; Haryanto, Budhi; Rohwiyati, Rohwiyati; Fenitra, Rakotoarisoa Maminirina
Journal of Management and Entrepreneurship Research Vol. 6 No. 4 (2025)
Publisher : Universitas Islam Nahdlatul Ulama Jepara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34001/jmer.2025.12.06.4-78

Abstract

Objective: This study aims to analyze the effects of environmental awareness, environmental attitude, and perceptions of green marketing on consumer trust in eco-friendly products in modern retail. Research Design & Methods: The research employs a quantitative survey design with a purposive random sampling technique, yielding 100 respondents. Data were collected using a questionnaire and analyzed using multiple linear regression in SPSS. Findings: The results show that environmental awareness, environmental attitude, and perceptions of green marketing have positive and significant effects on consumer trust. Implications & Recommendations: Practically, modern retailers need to strengthen the credibility of their green communications (credible certifications/labels, traceability evidence) and enhance consumer education so that sustainability claims are understood and trusted. Contribution & Value Added: The novelty of this study lies in integrating VBN and Signaling Theory within a single model to explain the formation of green trust in Indonesia’s modern retail context. The findings further reinforce the proposition that building green trust requires a combination of consumers’ awareness and positive attitudes together with credible and consistent green marketing signals. The synergy of these factors is crucial for encouraging the adoption of eco-friendly products in modern retail.
Co-Authors Abbas, Ansar Budhi Haryanto Fenitra, Rakotoarisoa Maminirina Rohwiyati Rohwiyati Sedera, Rakotoarisoa Maminiaina Heritiana Sukoco, Andreas Ari