<![CDATA[The growing popularity of matcha beverages among Generation Z reflects changing consumption patterns shaped by health awareness, lifestyle trends, and social media engagement. In this competitive market, understanding the factors that encourage consumers to repurchase is important for sustaining customer relationships. Price perception and electronic word of mouth (E-WOM) may influence repurchase intention through customer satisfaction. This study aims to examine the effects of price perception and E-WOM on repurchase intention and to investigate the mediating role of customer satisfaction among Generation Z consumers of matcha beverages. A quantitative causal research design was employed. Data were collected through a five-point Likert-scale online questionnaire from 130 Generation Z consumers who had previously purchased matcha beverages and actively used social media. Respondents were selected using purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The findings show that price perception and E-WOM positively and significantly affect customer satisfaction, while customer satisfaction significantly enhances repurchase intention. However, neither price perception nor E-WOM has a significant direct effect on repurchase intention. Customer satisfaction significantly mediates both relationships. These findings indicate that businesses should prioritize customer satisfaction when developing pricing and digital communication strategies to encourage repeat purchases.]]>
Copyrights © 2026
