THE MEDIATING ROLE OF PERCEIVED VALUE BETWEEN PRODUCT DESCRIPTION AND REPURCHASE INTENTION

Abstract

This study investigates and explains the perspective of customer behavior based on the effect of the product description causality on repurchase intention mediated by perceived value for customers who shop online through e-commerce platforms. The quantitative approach used in this research is through “the distribution of designed questionnaires to 228 respondents with the criteria of respondents having made purchases on the e-commerce platform. We also analyzed the data using a partial least square which tests the hypothesis and produces an inner model Based on the results it shows that the product description has a positive and significant effect on cognitive and affective online customer experience and perceived value. Additionally, the two dimensions of online customer experience also show positive and significant results on perceived value. The mediating role of perceived value on customer satisfaction and repurchase intention also shows the same. This is a novelty of this research, which is an important part of providing customer satisfaction so that they are interested in repurchasing. The implications of the results of this study can be seen that perceived value plays an important role in controlling customer behavior. This study suggests that online shoppers to pay attention to product descriptions on e-commerce platforms and provide adequate service values to maintain customer satisfaction and loyalty. This study integrates several variables related to customer behavior, namely, product description as an initial influence in deciding to buy a product and perceived value that plays a central role in customer satisfaction and repurchase intention. Therefore, future research can add other variables to be developed to increase satisfaction and repurchase.