The Mediating Role of Customer Satisfaction in the Relationship Between Product Trust, Perceived Value, Price Fairness, and Purchase Decisions : an Empirical Study of Telecomcel Company in Timor-Leste

Abstract

This study aims to investigate the relationships between product trust, perceived value, price fairness, customer satisfaction, and purchasing decisions based on the existing marketing literature. The study develops 10 hypotheses that propose direct relationships between product trust, perceived value, price fairness, customer satisfaction, and purchasing decision. Additionally, the study proposes a mediating role for customer satisfaction in the relationships between the other variables. The study collected data from 178 randomly selected Telkomcel customers in Timor-Leste through a survey. Smart-PLS was used to assess the validity, reliability, and test the hypotheses. The results strongly support all the hypotheses, highlighting the importance of product trust, perceived value, and price fairness in shaping customer satisfaction and purchasing decisions. This study provides insights for future research in this area.