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All Journal Electronic Journal of Education, Social Economics and Technology
Ananda Archie
Universitas Muhammadiyah Pontianak, Pontianak, 78124
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Nursing Public Health Social Sciences Veterinary Other

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The Influence of Price and Service Quality on Repurchase Intention at Ara Coffee in Pontianak City Rendi Rendi; Ananda Archie
Electronic Journal of Education, Social Economics and Technology Vol 6, No 2 (2025)
Publisher : SAINTIS Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33122/ejeset.v6i2.1171

Abstract

This study aims to analyze the influence of price and service quality on consumer repurchase intention at Ara Coffee, Pontianak. A quantitative approach using multiple linear regression was employed to analyze data obtained from 150 respondents selected through purposive sampling. Data were collected via questionnaires distributed to Ara Coffee customers. The results show that price and service quality have a positive and significant influence on repurchase intention, with a coefficient of determination (R²) of 47.9%, indicating that these two variables explain nearly half of the variation in repurchase intention. These findings suggest that affordable pricing and responsive, consistent service quality play a crucial role in increasing customer loyalty. This research contributes to the development of consumer behavior and service management theory and provides practical insights for Ara Coffee in formulating more effective pricing and service strategies to enhance customer satisfaction and loyalty.
The Influence of Price and Promotion on Consumers’ Repurchase Intention in the Double Date Program on Shopee Marketplace: A Study on Shopee Customers in Pontianak City Rama Yupani; Ananda Archie
Electronic Journal of Education, Social Economics and Technology Vol 6, No 2 (2025)
Publisher : SAINTIS Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33122/ejeset.v6i2.1174

Abstract

This study aims to evaluate the influence of price and promotion variables on consumers’ repurchase intention during the double-date promotional program on the Shopee platform, focusing on users in Pontianak City. The research adopts an associative quantitative method, applied through a case study involving active Shopee users in the region. Primary data were collected through questionnaires distributed to 150 selected respondents using a purposive sampling technique, while secondary data were obtained from official sources such as Shopee reports, Katadata, and Statista. The collected data were analyzed using multiple linear regression with the aid of IBM SPSS version 25, accompanied by validity, reliability, and classical assumption tests to ensure the robustness of the analytical model. The results reveal that both price and promotion have a positive and significant effect on consumers’ repurchase intention, whether examined jointly or individually. The coefficient of determination (R² = 0.385) indicates that 38.5% of the variation in repurchase intention is explained by these two factors. This finding highlights that rational pricing strategies and attractive promotional activities such as discounts, cashback programs, and interactive features like Shopee Live play an important role in strengthening customer loyalty and encouraging repeat purchases. Theoretically, this study contributes to the understanding of consumer behavior in the digital marketing era, particularly in the context of large-scale e-commerce promotional campaigns. Practically, the findings provide strategic insights for marketplace companies in formulating adaptive pricing and promotional policies aimed at enhancing customer retention and improving competitiveness within the digital economy landscape.
Co-Authors Rama Yupani Rendi Rendi