Why Customers Repurchase: The Power of Trust, Innovation, Quality, and Satisfaction

Nurur Rohmah Al-Aluf; Hilma Suyana

doi:10.58777/mcb.v1i1.492

Authors

Nurur Rohmah Al-Aluf Faculty of Economics and Business, YARSI University, Jakarta
Hilma Suyana Faculty of Economics and Business, YARSI University, Jakarta

DOI:

https://doi.org/10.58777/mcb.v1i1.492

Keywords:

Brand Trust, Product Innovation, Product Quality, Customer Satisfaction, Repurchase Intention

Abstract

The managerial implications of this study suggest that companies should focus on the factors proven to have a positive influence on repurchase intention, namely brand trust, product innovation, and customer satisfaction. Managers can strengthen brand trust by ensuring consistent quality, product authenticity, and transparent communication with consumers. Product innovation should be continuously developed to align with market trends and consumer needs, making customers more interested in making repeat purchases. Furthermore, enhancing customer satisfaction through excellent service, convenient transactions, and positive post-purchase experiences is key to maintaining customer loyalty. The finding that product quality has no significant effect indicates that while quality remains an essential minimum standard, emotional factors such as trust and satisfaction play a more dominant role in driving repurchase intention. Therefore, management should balance both functional and emotional aspects in their marketing strategies.

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