Unveiling Consumer Choices: Navigating Tupperware's Market in Cimahi City - The Dynamic Interplay of Perceived Value, Price, and Brand Image on Repurchase Intentions, Mediated by Customer Satisfaction in the Era of Evolving Trends

Nabilla Fawwaz Zain, Hariyadi Triwahyu Putra


This research aims to analyze the impact of perceived value, price and brand image on repurchase intention, mediated by customer satisfaction in the Tupperware product market in Cimahi City amidst developing consumer trends. Using a quantitative approach, data was collected through surveys from Tupperware consumers in Cimahi City. The results of statistical analysis show that there is a significant relationship between perceived value, price and brand image and repurchase intention. Customer satisfaction has also been proven to mediate the relationship between independent variables and repurchase intention. These findings provide in-depth insight into the factors that influence consumer purchasing decisions in the context of Tupperware products. Managerial implications and future research directions are also discussed. This study is expected to help companies optimize marketing strategies and increase customer loyalty in the face of continuously developing market dynamics.


Perceived Value, Price, Brand Image, Repurchase Intention, Customer Satisfaction

Full Text:



Ananda, A. S., Hanny, H., Hernández-García, Á., & Prasetya, P. (2023). ‘Stimuli Are All Around’—The Influence of Offline and Online Servicescapes in Customer Satisfaction and Repurchase Intention. Journal of Theoretical and Applied Electronic Commerce Research, 18(1), 524–547. https://doi.org/10.3390/jtaer18010027

Ansary, A., & Nik Hashim, N. M. H. (2018). Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth. Review of Managerial Science, 12(4), 969–1002. https://doi.org/10.1007/s11846-017-0235-2

Anton, R., Chenavaz, R. Y., & Paraschiv, C. (2023). Dynamic pricing, reference price, and price- quality relationship. Journal of Economic Dynamics and Control, 146, 104586. https://doi.org/10.1016/j.jedc.2022.104586

Chiu, W., & Cho, H. (2019). E-commerce brand: The effect of perceived brand leadership on consumers’ satisfaction and repurchase intention on e-commerce websites. Asia Pacific Journal of Marketing and Logistics, 33(6), 1339–1362. https://doi.org/10.1108/APJML-10- 2018-0403

Do, Q. H., Kim, T. Y., & Wang, X. (2023). Effects of logistics service quality and price fairness on customer repurchase intention: The moderating role of cross-border e-commerce experiences. Journal of Retailing and Consumer Services, 70(August 2022), 103165. https://doi.org/10.1016/j.jretconser.2022.103165

Dogra, N., Adil, M., Sadiq, M., Dash, G., & Paul, J. (2023). Journal of Retailing and Consumer Services Unraveling customer repurchase intention in OFDL context : An investigation using a hybrid technique of SEM and fsQCA. Journal of Retailing and Consumer Services, 72(January), 103281. https://doi.org/10.1016/j.jretconser.2023.103281

Ebrahim, R., Ghoneim, A., Irani, Z., & Fan, Y. (2016). A brand preference and repurchase intention model: the role of consumer experience. Journal of Marketing Management, 32(13– 14), 1230–1259. https://doi.org/10.1080/0267257X.2016.1150322

Ge, Y., Yuan, Q., Wang, Y., & Park, K. (2021). The structural relationship among perceived service quality, perceived value, and customer satisfaction-focused on starbucks reserve coffee shops in Shanghai, China. Sustainability (Switzerland), 13(15), 1–19. https://doi.org/10.3390/su13158633

Graciola, A. P., De Toni, D., de Lima, V. Z., & Milan, G. S. (2018). Does price sensitivity and price level influence store price image and repurchase intention in retail markets? Journal of Retailing and Consumer Services, 44(November 2017), 201–213. https://doi.org/10.1016/j.jretconser.2018.06.014

Hewei, T., & Youngsook, L. (2022). Factors affecting continuous purchase intention of fashion products on social E-commerce: SOR model and the mediating effect. Entertainment Computing, 41(October 2021), 100474. https://doi.org/10.1016/j.entcom.2021.100474

Huseynli, B., & Mammadova, S. (2022). Determining the Moderator Role of Brand Image on Brand Innovativeness, Consumer Hope, Customer Satisfaction and Repurchase Intentions. International Journal of Economics and Business Administration, X(Issue 2), 59–77. https://doi.org/10.35808/ijeba/766

Izzudin, M. S., & Novandari, W. (2018). The Effect Of Perceived Quality, Brand Image On Customer Satisfaction And Brand Awareness Toward Repurchase Intention. Journal of Research in Management, 1(3). https://doi.org/10.32424/jorim.v1i3.44

Jaleel, A. A., Yajid, M. S. A., Khatibi, A., & Azam, S. M. F. (2021). Assessing the interrelationships between customer satisfaction, perceived value and behavioral intention among Maldivians seeking medical care within medical tourism services: Empirical evidence from the Maldives. Management Science Letters, 11, 1845–1854. https://doi.org/10.5267/j.msl.2021.1.019

Jasin, M., Sesunan, Y. S., Aisyah, M., Fatimah, C. E. A., & Azra, F. E. A. (2023). SMEs repurchase intention and customer satisfaction: Investigating the role of utilitarian value and service quality. Uncertain Supply Chain Management, 11(2), 673–682. https://doi.org/10.5267/j.uscm.2023.1.013

Katadata Insight Center. (2023). Laporan Perilaku Konsumen e-Commerce Indonesia 2023. https://databoks.katadata.co.id/publikasi/2023/06/14/laporan-perilaku-konsumen-e- commerce-indonesia-2023

Law, C. C. H., Zhang, Y., & Gow, J. (2022). Airline service quality, customer satisfaction, and repurchase Intention: Laotian air passengers’ perspective. Case Studies on Transport Policy, 10(2), 741–750. https://doi.org/10.1016/j.cstp.2022.02.002

Le, T. T., Tran, P. Q., Lam, N. P., Uyen, P. H. P., Le Tra, M. N., & Tien, P. D. (2023). Logistic service quality on young consumers’ repurchase intention: an empirical study in emerging economy. Operations Management Research, 0123456789. https://doi.org/10.1007/s12063- 023-00395-8

Lin, C., & Lekhawipat, W. (2014). Factors affecting online repurchase intention. Industrial Management & Data Systems, 114(4), 597–611. https://doi.org/10.1108/IMDS-10-2013- 0432

Lin, T. T., Yeh, Y. Q., & Hsu, S. Y. (2022). Analysis of the Effects of Perceived Value, Price Sensitivity, Word-of-Mouth, and Customer Satisfaction on Repurchase Intentions of Safety Shoes under the Consideration of Sustainability. Sustainability (Switzerland), 14(24). https://doi.org/10.3390/su142416546

Lucky, O. S., Aisjah, S., & Ningrum, A. P. (2023). The impacts of store price image and brand image on repurchase intention with customer satisfaction as mediation: A study on Transmart Mx Mall Malang. International Journal of Research in Business & Social Science, 12(1), 22–


Majeed, M., Asare, C., Fatawu, A., & Abubakari, A. (2022). An analysis of the effects of customer satisfaction and engagement on social media on repurchase intention in the hospitality industry. Cogent Business and Management, 9(1). https://doi.org/10.1080/23311975.2022.2028331

Matsuoka, K. (2022). Effects of revenue management on perceived value, customer satisfaction, and customer loyalty. Journal of Business Research, 148(May), 131–148. https://doi.org/10.1016/j.jbusres.2022.04.052

Miao, M., Jalees, T., Zaman, S. I., Khan, S., Hanif, N. ul A., & Javed, M. K. (2022). The influence of e-customer satisfaction, e-trust and perceived value on consumer’s repurchase intention in B2C e-commerce segment. Asia Pacific Journal of Marketing and Logistics, 34(10), 2184– 2206. https://doi.org/10.1108/APJML-03-2021-0221

Nawi, N. B. C., Al Mamun, A., Nasir, N. A. M., Abdullah, A., & Mustapha, W. N. W. (2019). Brand image and consumer satisfaction towards Islamic travel packages. Asia Pacific Journal of Innovation and Entrepreneurship, 13(2), 188–202. https://doi.org/10.1108/apjie-02-2019- 0007

Nguyen-Viet, B. (2023). The impact of green marketing mix elements on green customer based brand equity in an emerging market. Asia-Pacific Journal of Business Administration, 15(1), 96–116. https://doi.org/10.1108/APJBA-08-2021-0398

Padel, S., & Foster, C. (2005). Exploring the gap between attitudes and behaviour. British Food Journal, 107(8), 606–625. https://doi.org/10.1108/00070700510611002

Pancić, M., Serdarušić, H., & Ćućić, D. (2023). Green Marketing and Repurchase Intention: Stewardship of Green Advertisement, Brand Awareness, Brand Equity, Green Innovativeness, and Brand Innovativeness. Sustainability (Switzerland), 15(16). https://doi.org/10.3390/su151612534

Peranginangin, J., Rahayu, E., Putri, P. A., Ferdian, I. M., & Marisa. (2023). The Influence of Brand Image, Product Uniqueness, and Customer Satisfaction on Repurchase Intentions in the Culinary Business (Vol. 1). Atlantis Press International BV. https://doi.org/10.2991/978- 94-6463-170-8_21

Putri, K. A. M. A., & Yasa, N. N. K. (2022). The Role of Customer Satisfaction as Mediating Variable on the Effect of Brand Image towards Coffee Shop Customer’s Repurchase Intention. European Journal of Business and Management Research, 7(2), 149–154. https://doi.org/10.24018/ejbmr.2022.7.2.1271

Riva, F., Magrizos, S., Rubel, M. R. B., & Rizomyliotis, I. (2022). Green consumerism, green perceived value, and restaurant revisit intention: Millennials’ sustainable consumption with moderating effect of green perceived quality. Business Strategy and the Environment, 31(7), 2807–2819. https://doi.org/10.1002/bse.3048

Sharif, S., Rehman, S. U., Ahmad, Z., Albadry, O. M., & Zeeshan, M. (2023). Consumer quality management for beverage food products: analyzing consumer’ perceptions toward repurchase intention. TQM Journal. https://doi.org/10.1108/TQM-01-2022-0012

Smith, S., & Paladino, A. (2010). Eating Clean and Green? Investigating Consumer Motivations towards the Purchase of Organic Food. Australasian Marketing Journal, 18(2), 93–104. https://doi.org/10.1016/j.ausmj.2010.01.001

Tong, M. (2022). Customers’ craft beer repurchase intention: the mediating role of customer satisfaction. International Journal of Food Properties, 25(1), 845–856. https://doi.org/10.1080/10942912.2022.2066122

Wang, F. J., & Chiu, W. (2023). Service encounter and repurchase intention in fitness centers: perceived value as a mediator and service innovativeness as a moderator. International Journal of Sports Marketing and Sponsorship, 24(1), 145–167. https://doi.org/10.1108/IJSMS-03-2022-0055

Ye, B. H., Zhang, H. Q., & Yuan, J. (Jessica). (2014). Intentions to Participate in Wine Tourism in an Emerging Market: Theorization and Implications. Journal of Hospitality & Tourism Research, 41(8), 1007–1031. https://doi.org/10.1177/1096348014525637

DOI: http://dx.doi.org/10.33087/jmas.v9i1.1654


  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

J-MAS (Jurnal Manajemen dan Sains) Published by Master of Management Program, Faculty of Economics, Batanghari University
Adress: Fakultas Ekonomi, Jl.Slamet Ryadi, Broni-Jambi, Kec.Telanaipura, Kodepos: 36122, email: jmas.unbari@gmail.com

Creative Commons License This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.