Repurchase intention as a marketing strategy: A case study on dental clinics in Bandung City, Indonesia

Authors

  • Yogi Suprayogi Universitas Pendidikan Indonesia
  • Ratih Hurriyati Universitas Pendidikan Indonesia
  • Vanessa Gaffar Universitas Pendidikan Indonesia
  • Edi Suryadi Universitas Pendidikan Indonesia
  • Puspo Dewi Dirgantari Universitas Pendidikan Indonesia
  • Raeni Dwi Santy Universitas Komputer Indonesia
  • Nurul Hutami Ningsih Universitas Muhammadiyah Palembang https://orcid.org/0000-0001-9007-3972

DOI:

https://doi.org/10.15549/jeecar.v9i5.1061

Keywords:

Repurchase intention, Patient satisfaction, Clinic reputation, Dentist, Technology

Abstract

This study aims to develop a marketing strategy by increasing patient satisfaction and influencing repurchase intention. A quantitative methodology with online data dissemination to 158 respondents who had treated teeth at dental clinics in Bandung, Indonesia. Analysis of the questionnaire data using the PLS-SEM data analysis technique. The findings show that clinic reputation, dentist, and technology affect patient satisfaction, and patient satisfaction is a mediating variable that affects repurchase intention. The reputation of the clinic, dentist, and technology that is felt directly by the patient will affect patient satisfaction. Furthermore, fulfilled patient satisfaction will raise the patient's repurchase intention in the future. The impact of this research is that business actors engaged in dental clinics can develop marketing strategies that can increase patient satisfaction so that patients make repurchase intentions after visiting their dental clinics.

 

Author Biographies

Ratih Hurriyati, Universitas Pendidikan Indonesia

Program Studi Doktor Manajemen

Vanessa Gaffar, Universitas Pendidikan Indonesia

Program Studi Doktor Manajemen

Edi Suryadi, Universitas Pendidikan Indonesia

Program Studi Doktor Manajemen

Puspo Dewi Dirgantari, Universitas Pendidikan Indonesia

Program Studi Doktor Manajemen

Raeni Dwi Santy, Universitas Komputer Indonesia

Department of Management

Nurul Hutami Ningsih, Universitas Muhammadiyah Palembang

Department of Economic and Business

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Published

2022-11-05

How to Cite

Suprayogi, Y., Hurriyati, R. ., Gaffar, V. ., Suryadi, E. ., Dirgantari, P. D., Santy, R. D. ., & Ningsih, N. H. . (2022). Repurchase intention as a marketing strategy: A case study on dental clinics in Bandung City, Indonesia. Journal of Eastern European and Central Asian Research (JEECAR), 9(5), 824–837. https://doi.org/10.15549/jeecar.v9i5.1061

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