Peran Mediasi Perceived Value: Pengaruh Kepuasan Dan Citra Merek Terhadap Niat Beli Ulang Pada Skincare Skintific Di Shopee

Abstract

Abstract

This study aims to analyze the influence of Satisfaction and Brand Image on Repurchase Intention, mediated by Perceived Value among Shopee consumers who use Skintific skincare products in Malang. This study employs a quantitative approach using a survey method, specifically by distributing questionnaires to 112 respondents selected through purposive sampling. The data analysis technique used was Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with the assistance of SmartPLS 4 software. The results show that Satisfaction does not have a significant effect on Repurchase Intention but has a positive and significant effect on Perceived Value. Brand Image has a positiveand significant effect on Repurchase Intention but does not have a significant effect on Perceived Value. Furthermore, Perceived Value has a positive and significant effect on Repurchase Intention. Regarding the mediating effect, Perceived Value significantly mediates the relationship between Satisfaction and Repurchase Intention but does not mediate the relationship between Brand Imager and Repurchase Intention.

Keywords: Satisfaction, Brand Image, Perceived Value, Repurchase Intention