THE EFFECT OF PERCEIVED VALUE AS A MEDIATION OF CUSTOMER SATISFACTION AND REPURCHASE INTENTION ON E-COMMERCE DURING COVID-19
Keywords:Customer Satisfaction, Perceived Value, Structural Equation Modeling, Covid-19, Repurchase Intention, Online Marketing, Structural Equation Modeling, Covid-19
The pattern of community activities has begun to change since the Covid-19 pandemic. People must continue to buy food for their daily needs but also must keep themselves from the virus. Sayurbox is an e-commerce that provides a variety of food products. This study aims to determine the effect of perceived value and customer satisfaction on repurchase intention using Sayurbox during Covid-19 in Indonesia with perceived value as a mediating variable. The research was conducted in Jabodetabek using quantitative associative methods. Collecting data using a questionnaire to 140 samples. SmartPLS 3.0 is used to analyze the data with Partial Least Square (PLS-SEM) method. The results showed that perceived value and customer satisfaction had a positive effect on repurchase intention, and perceived value had a positive effect on customer satisfaction.)
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