Pengaruh perceived value, customer satisfaction, dan brand association terhadap repurchase intention

Abstract

In competitive competition, repurchasing becomes one way to increase sales. Therefore, this research would like to test if perceived value, customer satisfaction, and brand association take an effect to repurchase intention smartphones. This research is descriptive and quantitative with a collection of respondents in cross-sectional. As 223 people have taken the questionnaire and 208 people are considered decent to be respondents in this research. The data were analyzed with Structure Equation Model based on Partial Least Square. Perceived value was found to not affect repurchase intention, meanwhile, customer satisfaction and brand association were found to affect repurchase intention. Dalam persaingan yang kompetitif, pembelian kembali merupakan salah satu cara untuk meningkatkan penjualan. Oleh karena itu, penelitian ini ingin menguji apakah perceived value, customer satisfaction, dan brand association berpengaruh pada repurchase intention smartphone. Jenis penelitian ini adalah deskriptif kuantitatif dengan pengumpulan responden secara cross-sectional. Sebanyak 223 responden telah mengisi kuesioner dan 208 responden yang dianggap layak untuk penelitian ini. Data dianalisis menggunakan Structure Equation Model berdasarkan Partial Least Square dan didapatkan hasil bahwa perceived value tidak berpengaruh kepada repurchase intention, sedangkan customer satisfaction dan brand association berpengaruh kepada repurchase intention.