Pengaruh Perceived Value Terhadap Repurchase Intention Dimediasi oleh Customer Trust: Studi Pada Pelanggan Produk Wardah

Abstract

Repurchase intention plays an important role in the sustainability of a company. Repurchase intention is indicated by the presence of second, third and subsequent purchasing behavior in a company or brand, this indicates a strong relationship between customers and a company. Repurchase intention is influenced by several factors such as perceived value and customer trust. This study aims to determine the effect of perceived value and customer trust on repurchase intention, in addition to determining the effect of customer trust in mediating perceived value and repurchase intention on Wardah product customers. Perceived value, customer trust and repurchase intention are all analyzed using consumer behavior theory. The approach used in this study is a quantitative approach. Data is processed using the help of SmartPLS 4.0 software. Data were collected by distributing questionnaires distributed via g-form which was carried out online via social media such as Whatsapp, Instagram, Telegram, and X (Twitter). The number of respondents in this study was 100 respondents who were in the Sumbersari area, Jember and had used Wardah products at least more than once. The results of the analysis show that perceived value and customer trust have a positive and significant effect on repurchase intention, in addition, customer trust also has a positive and significant effect in mediating the influence between perceived value and repurchase intention. This study confirms that good perceived value and strong customer trust greatly influence repurchase intention in customers, thus impacting the company's success in the long term