Understanding Repurchase Intention for French Imported Dairy Products in Jabodetabek

Abstract

This study aims to analyse the influence of perceived quality, price fairness, and brand image on the repurchase intention of imported dairy products from France, with customer satisfaction as a mediating variable, among consumers in the Greater Jakarta area (Jabodetabek). This study employs a quantitative approach using Covariance-Based Structural Equation Modelling (CB-SEM) with AMOS version 31.0. The study population consists of consumers who have purchased and consumed French imported dairy products, including UHT milk, cheese, yoghurt, butter, cooking cream, and whipping cream. The sampling technique used was purposive sampling, with a sample of 385 respondents. The findings reveal that perceived quality, price fairness, and brand image positively influence both customer satisfaction and repurchase intention. Customer satisfaction has also been demonstrated to mediate the relationship between perceived quality, price fairness, and brand image on the one hand and repurchase intention on the other. The perceived quality variable is the most dominant factor in increasing customer satisfaction and repurchase intention. These findings strengthen the applicability of the Stimulus–Organism–Response (S-O-R) theory and Expectancy Disconfirmation Theory (EDT) in explaining consumer behaviour in the premium imported dairy product segment. This study contributes to the consumer behaviour literature while offering practical insights for companies and importers in developing effective marketing strategies to enhance repurchase intention and strengthen customer loyalty towards French imported dairy products. The managerial implications suggest that companies should prioritise customer satisfaction through consistent product quality, effective communication of price value, and the development of a trustworthy and credible brand image. Marketing strategies should focus on enhancing consumption experiences, educating consumers about product quality, providing transparent product information, and managing premium brand positioning rather than relying primarily on price discount programmes.