SMEs repurchase intention and customer satisfaction: Investigating the role of utilitarian value and service quality

Abstract

The purpose of this study was to determine the effect of utilitarian value and service quality on customer satisfaction to increase repurchase. The population in this study were SMEs consumers and the sampling technique used was non-probability sampling, while the non-probability sampling technique used was purposive sampling. The number of samples in this study were 128 respondents. The instrument used to obtain data was by using a questionnaire. The research method was quantitative, the data obtained were based on answers from respondents to the questionnaire, analyzed by statistical techniques of multiple linear regression analysis, the regression model was tested with classical assumptions in order to meet the requirements and was feasible to use to predict the effect of independent variables on the dependent variable. The results of the regression calculations were tested by t-test and coefficient of determination, while the results of mediation calculations were tested by path analysis and Sobel tests with the help of the SPSS for Windows version 25.0 program. After analyzing the data, the following results and conclusions were obtained: (1) Utilitarian Value has a positive and significant effect on Customer Satisfaction (2) Service Quality has a positive and significant effect on Customer Satisfaction (3) Utilitarian Value has no effect on Repurchase Intention (4) Service Quality has no positive and significant effect on Repurchase Intention, (5) Customer Satisfaction has a positive and significant effect on Repurchase Intention,(6) Utilitarian Value through Customer Satisfaction has a significant effect on Repurchase Intention. (7) Service Quality through Customer Satisfaction has a significant effect to Repurchase Intention.