The Effect of Price Perception, Brand Image and Personal Selling on the Repurchase Intention of Consumers B to B of Indonesian General Fishery Companies with Customer Satisfaction as Intervening Variables



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Submitted Feb 16, 2021
Published Mar 25, 2021
10.24018/ejbmr.2021.6.2.756

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This study aims to analyze the effect of Price Perception, Brand Image and Personal Selling on Repurchase Intention of B to B Consumers in Indonesian Fisheries Public Companies (Perum) with Consumer Satisfaction as an Intervening Variable. The population in this study were 228 Perum Perindo consumers according to the company's internal data in 2019. The research sample who became respondents in this study was adjusted to 100 consumers. The analytical method used in this study is the Partial Least Square (PLS) analysis method. The results showed that (1) Price Perception has a significant influence on B2B Consumer Satisfaction, (2) Brand Image has a significant influence on B2B Consumer Satisfaction, (3) Personal Selling has a significant influence on B2B Consumer Satisfaction, (4) Consumer Satisfaction has an effect Significant on B2B Repurchase Intention, (5) Price Perception has a significant effect on Repurchase Intention with B2B Consumer Satisfaction as an intervening variable, (6) Brand Image has a significant effect on Repurchase Intention with B2B Consumer Satisfaction as an intervening variable, and (7) Personal Selling has a significant effect on Repurchase Intention with B2B Consumer Satisfaction as an intervening variable.

Keywords: Price Perception, Brand Image, Personal Selling, Consumer Satisfaction, Repurchase Intention

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