Title:
WHAT DRIVES REPURCHASE INTENTION? MEDIATING ROLE OF CUSTOMER SATISFACTION AND CUSTOMER RELATIONSHIP MANAGEMENT WITH MARKETING MIX AS AN INDEPENDENT VARIABLE

Authors:
*M. Rayyan Rivalda, Jasman J. Ma'ruf and Muslim A. Djalil

Abstract:
This research was conducted to examine the relationship formed between marketing mix and repurchase intention by placing consumer satisfaction and customer relationship management as mediators. This research was conducted at Kimia Farma Pharmacy with the subjects being consumers in Banda Aceh City, totaling 120 respondents using a purposive sampling technique and analyzed using AMOS SEM. The results of this research prove that the marketing mix and customer relationship management are running well and consumer satisfaction and repurchase intention are at a high position. Then, the marketing mix run was proven to increase consumer satisfaction, customer relationship management, and repurchase interest. Likewise, the influence of satisfaction and customer relationship management also increases repurchase intention and partially mediates the relationship between the marketing mix and consumers' repurchase intention.