Cheryl Yuan Clarissa (1), Iriani Iriani (2)
General Background: Marketplace competition requires digital platforms to develop marketing strategies that sustain customer satisfaction and repeated purchasing. Specific Background: Shopee users in Surabaya report concerns involving transaction fees, delivery accuracy, and intensive promotions despite the platform’s high market access. Knowledge Gap: Previous studies often examine satisfaction or repurchase separately, focus on individual stores or brands rather than marketplace platforms, and report inconsistent findings for several 7P elements, particularly promotion, place, and physical evidence. Aims: This study simultaneously examined relationships among the 7P marketing mix, customer satisfaction, and repurchase decisions using questionnaire data from 109 Shopee users in Surabaya and PLS-SEM with SmartPLS 4.0. Results: Product showed the strongest relationship with customer satisfaction (β = 0.255; p < 0.001) and repurchase decisions (β = 0.286; p < 0.001). Price, people, and process were significant for both outcomes, while place was significant only for satisfaction. Promotion and physical evidence were nonsignificant for both. Customer satisfaction was positively related to repurchase decisions (β = 0.308; p < 0.001). The model explained 46.5% of satisfaction variance and 51.3% of repurchase variance. Novelty: The study simultaneously models all 7P elements, satisfaction, and repeated purchasing at the marketplace-platform level. Implications: Priority should be given to product quality and variety, pricing, service, and transaction processes, while advertisements should be simplified and promotions personalized using transaction histories.
Highlights:
Keywords: 7P Marketing Mix, Customer Satisfaction, PLS-SEM, Repurchase Decision, Shopee
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