The Role of Price Fairness in Mediating the Influence of Service Quality and Promotion on Repurchase Intention

ABSTRACT : This study aims to analyse the role of price fairness in mediating the influence of service quality and promotion on repurchase intention. The study was conducted at Nitra Jaya Kebaya, a Balinese traditional clothing business facing increasingly fierce competition. A quantitative approach was used, employing the Partial Least Squares–Structural Equation Modelling (PLS-SEM) method. Data were collected through a structured questionnaire administered to 160 respondents who were customers of Nitra Jaya Kebaya. The results showed that service quality and promotion had a positive and significant effect on price fairness. In addition, service quality, promotion, and price fairness also had a positive and significant effect on repurchase intention. The mediation test results prove that price fairness is able to partially mediate the effect of service quality and promotion on repurchase intention. This finding confirms that the perception of price fairness is an important mechanism in bridging marketing strategies and consumer repurchase behaviour. Keywords: service quality, promotion, price fairness, repurchase intention