The  Influence of Online Promotion, Customer Trust, and Perceived Value on Repurchase Intention at Harper Premier Nagoya Batam

Oktavia Rahmadani; Azmen Kahar; Yonas Sara Lugistara

doi:10.63076/jomm.v3i1.102

Authors

Oktavia Rahmadani Universitas Negeri Padang
Azmen Kahar Universitas Negeri Padang
Yonas Sara Lugistara Hotel Harper Premier Nagoya Batam

DOI:

https://doi.org/10.63076/jomm.v3i1.102

Keywords:

Online Promotion, Customer Trust, Perceived Value, Repurchase Intention, Digital Promotion

Abstract

This study aims to analyze the influence of online promotion, customer trust, and perceived value on guest repurchase intention at the Harper Premier Nagoya Hotel, Batam. The study employed a quantitative approach with a survey method. A sample of 150 respondents was selected using purposive sampling. The results show that consumer trust, perceived value, internet promotion, and repurchase intention are all generally in the good range. Perceived value has a significant negative impact on repurchase intention (β = −0.131; p = 0.039), but online promotion (β = 0.335; p < 0.001) and customer trust (β = 0.348; p < 0.001) have positive and significant effects. This negative correlation could mean that visitors' perceptions of the advantages have fallen short of their expectations in terms of cost, level of service, or overall experience. The measurement items, including any potential reverse-coded items, should be reexamined, and this result should be regarded cautiously. Online promotion, customer trust, and perceived value all had a substantial simultaneous impact on repurchase intention (F = 37.290; p < 0.001). The three factors account for 42.2% of the variance in repurchase intention, according to an Adjusted R² of 0.422. These results imply that improving customer trust and digital marketing tactics is crucial to boosting visitors' desire to return to the Harper Premier Nagoya Batam Hotel.

References

P. K. Hellier, G. M. Geursen, R. A. Carr, and J. A. Rickard, "Customer repurchase intention: A general structural equation model," Eur. J. Mark., vol. 37, no. 11/12, pp. 1762-1800, 2003, doi: 10.1108/03090560310495456.

P. Chatzoglou, D. Chatzoudes, A. Savvidou, T. Fotiadis, and P. Delias, "Factors affecting repurchase intentions in retail shopping: An empirical study," Heliyon, vol. 8, no. 9, p. e10619, 2022, doi: 10.1016/j.heliyon.2022.e10619.

P. Kotler and K. L. Keller, Marketing Management, 15th ed. Boston, MA, USA: Pearson Education, 2016.

P. Kotler and G. Armstrong, Principles of Marketing, 17th ed. Harlow, U.K.: Pearson Education, 2018.

S. Y. Kim, J. U. Kim, and S. C. Park, "The effects of perceived value, website trust and hotel trust on online hotel booking intention," Sustainability, vol. 9, no. 12, p. 2262, 2017, doi: 10.3390/su9122262.

X. Chen, Y. Wang, X. Lyu, and J. Zhang, "The impact of hotel customer engagement and service evaluation on customer behavior intention: The mediating effect of brand trust," Front. Psychol., vol. 13, p. 852336, 2022, doi: 10.3389/fpsyg.2022.852336.

S. Adelia, "Pengaruh online promotion terhadap repurchase intention dengan consumer perception sebagai mediasi pada travel online," J. Manaj. Pemasar., vol. 12, no. 2, pp. 94-100, 2018, doi: 10.9744/pemasaran.12.2.94-100.

R. M. Morgan and S. D. Hunt, "The commitment-trust theory of relationship marketing," J. Mark., vol. 58, no. 3, pp. 20-38, 1994, doi: 10.1177/002224299405800302.

V. A. Zeithaml, "Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence," J. Mark., vol. 52, no. 3, pp. 2-22, 1988, doi: 10.1177/002224298805200302.

D. Sirdeshmukh, J. Singh, and B. Sabol, "Consumer trust, value, and loyalty in relational exchanges," J. Mark., vol. 66, no. 1, pp. 15-37, 2002, doi: 10.1509/jmkg.66.1.15.18449.

D. Gefen, E. Karahanna, and D. W. Straub, "Trust and TAM in online shopping: An integrated model," MIS Q., vol. 27, no. 1, pp. 51-90, 2003, doi: 10.2307/30036519.

R. El Haddad, R. Hallak, and G. Assaker, "Price fairness perceptions and hotel customers' behavioral intentions," J. Vacat. Mark., vol. 21, no. 3, pp. 262-276, 2015, doi: 10.1177/1356766715573651.

H. Khatimah, F. Adilla, K. Syahputri, R. Amelia, R. Murdani, and R. Juniandayu Putri, "A case study on effective locations for retail companies in Padang City," J. Multidimens. Manag. (JoMM), vol. 1, no. 1, pp. 1-5, 2024, doi: 10.63076/jomm.v1i1.7.

I. Syahreza Daulay, E. Gunawan Putra, G. Putra Abdi, I. Abdul Salam, and A. Riski Ilahi, "Product and service design analysis case study," J. Multidimens. Manag. (JoMM), vol. 1, no. 1, pp. 6-11, 2024, doi: 10.63076/jomm.v1i1.9.

N. Salasabila Putri, S. Oktafiani, T. Acyar Septiano, M. Helmi Habibie, and A. S. Mulyawan Harahap, "Analysis of total quality management in Balenggek Tokok chicken business," J. Multidimens. Manag. (JoMM), vol. 1, no. 1, pp. 12-16, 2024, doi: 10.63076/jomm.v1i1.8.

Anashrullah and M. Nilam Sari, "Maintenance management strategy at Faringa Laundry: Improving efficiency and reliability," J. Multidimens. Manag. (JoMM), vol. 1, no. 1, pp. 17-20, 2024, doi: 10.63076/jomm.v1i1.11.

Suprapto and A. Kahar, "Innovative SCM practices driving growth: A case study of Mixue's Pauh branch in Padang City," J. Multidimens. Manag. (JoMM), vol. 1, no. 1, pp. 21-24, 2024, doi: 10.63076/jomm.v1i1.10.

J. F. Hair, W. C. Black, B. J. Babin, and R. E. Anderson, Multivariate Data Analysis, 8th ed. Andover, U.K.: Cengage, 2019.

Sugiyono, Metode Penelitian Kuantitatif. Bandung, Indonesia: Alfabeta, 2022.

A. Parasuraman, V. A. Zeithaml, and L. L. Berry, "SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality," J. Retail., vol. 64, no. 1, pp. 12-40, 1988.. Manag. (JoMM), vol. 2, no. 3, pp. 342–347, 2025, doi: 10.63076/jomm.v2i3.67.