The Influence of Attractiveness, Discount, and Brand Image on Repurchase Intention with Consumer Satisfaction as A Mediation Variable

Riski Syahreni Hasibuan () and Abror Abror
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Riski Syahreni Hasibuan: Universitas Negeri Padang
Abror Abror: Universitas Negeri Padang

A chapter in Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-10 2022), 2025, pp 1077-1092 from Springer

Abstract: Abstract This research attempts to examine the impact of influence advertising attractiveness, discount and brand image on repurchase intentions with consumer satisfaction as a mediation variable for wardah products in the shopee application. The number of samples in this study were 210 respondents. Data collection was carried out by distributing online questionnaires and data processing done with SmartPLS software. The study’s findings suggest that (1) advertising attractiveness positive and significant to consumer satisfaction with wardah products in the shopee application. (2) discounts positive and significant to consumer satisfaction with wardah products in the shopee application. (3) customer satisfaction is positively and significantly impacted by brand image with wardah products in the shopee application. (4) advertising attractiveness has a favourable and noteworthy impact on the repurchase intention with wardah products in the shopee application. (5) discounts positive and significant to repurchase intention with wardah products in the shopee application. (6) brand Image has a favourable and noteworthy impact on the repurchase intention wardah products in the shopee application. (7) consumer satisfaction has a favourable and noteworthy impact on consumer’s intentions to buy more wardah products in the shopee application.

Keywords: Advertising Attractiveness; Discount; Brand Image; Repurchase Intention; Consumer Satisfaction (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-839-4_88

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