Relationship of Benefits/Sacrifices Ratio with Repurchase Intention Mediated by Consumer Satisfaction
DOI:
https://doi.org/10.12695/jmt.2025.24.2.5Keywords:
benefits/sacrifices ratio, customer satisfaction, repurchase intentionAbstract
Abstract. Advances in technology have brought significant changes to the economic world, notably through online platforms that have made consumers more cautious when purchasing cosmetics products. When selecting products, consumers weigh perceived benefits against sacrifices. The benefits/sacrifices ratio is presumed to influence customer satisfaction and subsequently lead to a repurchase intention. This quantitative study tests these relationships using the cosmetics market as the empirical context. It involved 113 respondents who were purchasing cosmetic products for the first time (purposive sampling). The data analysis results indicate that the benefits/sacrifices ratio significantly and positively affects repurchase intention and customer satisfaction. Moreover, customer satisfaction also significantly influences repurchase intention. Furthermore, the results support customer satisfaction as a mediator between the benefits/sacrifices ratio and repurchase intention.
Keywords: Benefits/sacrifices ratio, consumer satisfaction, repurchase intention
Downloads
References
Bernarto, I., Wilson, N., & Suryawan, I. N. (2019). Pengaruh Website Design Quality, Service Quality, Trust dan Satisfaction Terhadap Repurchase Intention (Studi Kasus: tokopedia.com). Jurnal Manajemen Indonesia, 19(1), 80. https://doi.org/10.25124/jmi.v19i1.1987
Chin, T. K., & Harizan, S. H. M. (2017). Factors influencing consumers’ purchase intention of cosmetic. International Journal of Business and Innovation, 3(1), 1–15.
Dehghan, N. A., Alizadeh, H., & Mirzaei-Alamouti, S. (2015). Exploring The customer perceived values as Antecedent of purchase behavior. Serbian Journal of Management, 10(2), 173–188. https://doi.org/10.5937/sjm10-7844
Hansemark, O. C., & Albinsson, M. (2004). Customer satisfaction and retention: The experiences of individual employees. Managing Service Quality: An International Journal, 14(1), 40–57. https://doi.org/10.1108/09604520410513668
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention. In European Journal of Marketing (Vol. 37, Issue 11/12). https://doi.org/10.1108/03090560310495456
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
Nurmalasari, A. (2020). Benefits / Sacrifices Ratio , Repurchase Intention Dan Consumer Satisfaction : Consumer-Brand Identification Sebagai Moderator ( Pada Konteks : Recently Purchased Brand ). Thesis2. file:///F:/Auliya/Thesis/Thesis_Auliya_setelah sidang.pdf
Nurmalasari, A., & Wijaya, N. H. S. (2022). Consumer Satisfaction, Consumer-Brand Identification, and Repurchase Intention. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 12(1), 1. https://doi.org/10.30588/jmp.v12i1.931
Oliver, R. L., & Swan, J. E. (1989). Consumer Perceptions of and Interpersonal Equity Satisfaction in Transactions : A Field survey approach. Journal of Marketing, 53(2), 21–35.
Solow, R. M. (2010). A Contribution to the Theory of Economic Growth Author ( s ): Robert M . Solow Source : The Quarterly Journal of Economics , Vol . 70 , No . 1 ( Feb ., 1956 ), pp . 65-94 Published by : The MIT Press Stable URL : http://www.jstor.org/stable/1884513. Growth (Lakeland), 70(1), 65–94.
Wilson, N., Keni, K., & Tan, P. H. P. (2019). The effect of website design quality and service quality on repurchase intention in the E-commerce industry: A cross-continental analysis.
Downloads
Submitted
Accepted
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Jurnal Manajemen Teknologi

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. Copyright @2023. This is an open-access article distributed under the terms of the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License (http://creativecommons.org/licenses/by-nc-sa/4.0/) which permits unrestricted non-commercial used, distribution and reproduction in any medium.