From Product Value to Customer Retention: How Food Quality, Price Fairness, and Celebrity Endorsement Build Trust and Repurchase Intention
Keywords:
digital marketing, marketing capability, food quality, celebrity endorsement, repurchase intentionAbstract
This study examines how three customer-facing marketing capabilities—food quality, perceived price fairness, and celebrity endorsement—shape repurchase intention through trust and satisfaction in an emerging-market food context. The study reframes the original dynamic-capability argument from an internal supply-chain orientation toward a customer-oriented marketing capability perspective. A quantitative explanatory design was applied to survey data from Indonesian manufacturing firms. From 3,375 e-mail invitations, 277 valid responses were obtained, representing an 8.2% response rate. The original analysis used covariance-based structural equation modelling (CB-SEM) with AMOS. The reported measurement, goodness-of-fit, and structural results are retained and reinterpreted within the reframed marketing model. The reported model shows positive relationships among food quality, perceived price, celebrity endorsement, trust, satisfaction, and repurchase intention. Food quality has the strongest reported direct relationship with repurchase intention, while trust is strongly related to satisfaction and positively related to repurchase intention. The original manuscript also reports mediation through trust and satisfaction, although the indirect-effect statistics require verification against the original AMOS output. The study integrates functional value, economic value, and symbolic communication value into a single customer-retention framework. It extends marketing-capability research by explaining how customer-facing capabilities can be translated into trust, satisfaction, and repurchase intention in an emerging-market food context.
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