<![CDATA[AbstractThe purpose of this study was to determine the effect of price and promotion on online repurchase intention mediated by consumer satisfaction (Study on ShopeeFood). The population in this study were all students of Dian Nuswantoro University Semarang who had ordered food or drinks through ShopeeFood. Respondents who processed as many as 112 sample data with SEM (Structural Equation Modeling) analysis technique, which was operated using the Smart PLS program. The results showed that price and promotion had a positive effect on consumer satisfaction, and price and promotion had a positive effect on repurchase intention, and consumer satisfaction had positive effect on ShopeeFood's repurchase interest.Keywords: Price; Promotion; Consumer Satisfaction; Online Repurchase Interest AbstrakTujuan dilakukan penelitian ini adalah untuk mengetahui pengaruh Harga dan Promosi terhadap Minat Beli Ulang Online yang Dimediasi oleh Kepuasan Konsumen (Studi pada Shopeefood). Populasi pada penelitian ini adalah semua mahasiswa Universitas Dian Nuswantoro Semarang yang sudah pernah melakukan pemesanan makananan atau minuman melalui Shopeefood. Responden yang diolah sebanyak 112 data sampel dengan teknik analisis (Structural Equation Modeling) SEM, yang di oprasikan mengunakan program Smart PLS. Hasil penelitian menunjukan bahwa harga dan promosi berpengaruh positif dan signifikan terhadap kepuasan konsumen, serta harga dan promosi berpengaruh positif dan signifikan terhadap Minat beli ulang, dan kepuasan konsumen berpengaruh signifikan terhadap minat beli ulang Shopeefood.Kata kunci: Harga; Promosi; Kepuasan Konsumen; Minat Beli Ulang Online]]>
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