The Effect of Service Quality and Promotion on Consumer Satisfaction and Repurchase Intention on Tokopedia E-Commerce in Pontianak City

Abstract

This study aims to analyze the effect of service quality and promotion on consumer satisfaction as well as the repurchase intention of Tokopedia users in Pontianak City. This study uses a quantitative associative approach with primary data collected through questionnaires distributed to 100 respondents who have made at least two transactions on Tokopedia. The variables examined include Service Quality (X1), Promotion (X2), Consumer Satisfaction (Y1), and Repurchase Intention (Y2). Data analysis was carried out using Structural Equation Modeling–Partial Least Squares (SEM–PLS) through SmartPLS. The results show that service quality and promotion are able to explain 67.3% of the variation in consumer satisfaction, indicating a strong explanatory power. Meanwhile, service quality, promotion, and consumer satisfaction explain 35.3% of the variation in repurchase intention, which falls into the moderate category. All direct effects of service quality and promotion on consumer satisfaction and repurchase intention, including the effect of consumer satisfaction on repurchase intention, are proven to be positive and significant. In addition, consumer satisfaction is proven to positively and significantly mediate the relationship between service quality and promotion and repurchase intention. These findings confirm that service quality and promotional strategies play an important role in building satisfaction and encouraging the sustainability of consumer purchasing behavior on e-commerce platforms. Suggestions for future research include adding other variables that may affect Repurchase Intention; this is intended so that the research results can provide a more comprehensive picture of the factors influencing consumer behavior in e-commerce and further contribute to prior e-commerce research.