The Effects of Customer Value, Customer Experience and Utilitarian Value toward Repurchase Interest

Abstract

This article aims to test and analyze the effect of customer value, customer experience and utilitarian value toward repurchase interest at the Beauty Clinic. This article is an explanatory research. The population in this article is all consumers who have purchased products more than twice in the Beauty Clinic with a sampling technique using purposive sampling which are 122 respondents. The data analysis method that used is multiple linear regression analysis. The results of the study are as follows: The effect of customer value on repurchase interest shows a significant positive relationship. This proves that good customer value will increase repurchase interest. The results of multiple regressions testing on the influence of customer experience on repurchase interest show a significant positive relationship. This proves that a good customer experience will increase repurchase interest. The results of multiple regressions testing on utilitarian value influence on repurchase interest show a significant positive relationship. This proves that a good utilitarian value will increase repurchase interest. Keywords—customer experience, customer value, repurchase interest, utilitarian value.