The Effect of Price Perception, Service Quality, and Social Media Promotion on Repurchase Intention

Purpose – This study aims to examine the effects of price perception, service quality, and social media promotion on repurchase intention at Toko Berkah Jaya Celaket. Design/Methodology/Approach – The study employed a quantitative explanatory research approach to examine the relationships among the research variables. Using saturated sampling, all 56 customers who had made repeat purchases from the store were selected as respondents. Data were analyzed using multiple linear regression and hypothesis testing with SPSS Version 26, following instrument and classical assumption tests. Findings – The findings indicate that perceived price, service quality, and social media marketing have positive and significant effects on repurchase intention. These results suggest that improvements in customers’ price perceptions, service quality, and social media promotion can contribute to higher repurchase intention. Originality/Value – The study provides practical insight into strategies for maintaining the competitiveness and sustainability of traditional micro-enterprises. Its originality lies in providing empirical evidence on the combined effects of price perception, service quality, and social media marketing within the context of a traditional grocery store, a setting that is relatively overlooked in broader retail research. The findings emphasize the importance of these factors as survival strategies for traditional retailers facing increasing competition.