Abstract:
Purpose – This study aims to examine the influence of brand image, price, and
promotion on repurchase intention of Bimoli cooking oil products, with consumer
satisfaction as a mediating variable, particularly during a period of increasing
national cooking oil consumption in Indonesia.
Methodology – This research employed a quantitative method using an online
survey distributed via purposive and convenience sampling. A total of 288 valid
responses were collected from individuals who had previously purchased Bimoli
cooking oil. The data were analyzed using Partial Least Squares Structural Equation
Modeling (PLS-SEM) through SmartPLS software to test the relationships among
variables.
Findings – The results revealed that brand image, price, and promotion have a
significant positive effect on consumer satisfaction. Furthermore, consumer
satisfaction has a significant effect on repurchase intention. The study also
confirmed that consumer satisfaction successfully mediates the relationship
between brand image, price, promotion, and repurchase intention.
Originality/Value – This research provides a new perspective by combining brand
image, price, and promotion in a single integrated model with consumer satisfaction
as a mediator. This study differs from previous research by shifting the geographical
focus from countries like Malaysia to a nationwide analysis of Indonesian
consumers, thereby enhancing the understanding of strategic marketing influences
on repurchase behavior in Indonesia’s cooking oil industry, using Bimoli as a case
study
