<![CDATA[This study explores the synergistic effects of product quality and marketing capabilities on repurchase intentions in the artisanal silver handicraft industry, with positive emotions acting as a mediating variable. Conducted at Budhi Ayu Silver Art Shop in Celuk Village, Bali, a renowned centre for handcrafted silver jewellery, the research employs a quantitative design with descriptive and associative analysis. Data were collected through surveys, alongside observations, and interviews, and from 112 respondents using purposive random sampling. The data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) to assess the direct and mediating relationships among variables, with the findings indicating that product quality and marketing capabilities significantly influence repurchase intentions, while positive emotions amplify their impact. This research highlights the need for consistent, strategic marketing efforts to boost consumer engagement and emotional resonance, contributing to international marketing theory by integrating emotional pathways into repurchase decision-making, with valuable managerial implications for artisans and marketers in the global creative industries.]]>
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