Pengaruh Perceived Value terhadap Minat Membeli Ulang pada Aplikasi E-Commerce dengan Kepuasan Konsumen sebagai Variabel Mediasi

Abstract

Kehadiran aplikasi e-commerce telah mengubah pola belanja tersebut secara signifikan. Kepuasan konsumen memperkuat hubungan antara perceived value dan minat membeli ulang pada pengguna aplikasi e-commerce. Penelitian ini bertujuan untuk mengeksplorasi pengaruh perceived value terhadap minat membeli ulang pada aplikasi e-commerce, serta mengidentifikasi peran kepuasan konsumen sebagai variabel mediasi dalam hubungan tersebut. Penelitian ini diterapkan dengan metode kuantitatif menggunakan pendekatan Structural Equation Modeling (SEM) dengan bantuan aplikasi AMOS versi 24. Jumlah sampel sebanyak 250 konsumen aplikasi e-commerce yang dipilih melalui teknik accidental sampling. Instrumen yang digunakan terdiri dari skala minat membeli ulang, skala perceived value, dan skala kepuasan konsumen yang telah diadaptasi, Hasil penelitian menunjukkan bahwa perceived value berpengaruh secara signifikan terhadap minat membeli ulang (C.R = 6,408 > 1,96 dengan p = 0,000 < 0,05), perceived value berpengaruh secara signifikan terhadap kepuasan konsumen (C.R = 4,017 > 1,96 dengan p = 0,000 < 0,05), dan kepuasan konsumen berpengaruh secara signifikan terhadap minat membeli ulang (C.R = 3,933 > 1,96 dan p = 0,000 < 0,05). Selain itu, kepuasan konsumen terbukti memediasi secara signifikan pengaruh perceived value terhadap minat membeli ulang (statistic sobel = 2,1813 > 1,96 dan p = 0,04). The presence of e-commerce applications has significantly changed shopping patterns. Consumer satisfaction strengthens the relationship between perceived value and repurchase intention in e-commerce application users. This study aims to explore the influence of perceived value on repurchase intention in e-commerce applications, as well as to identify the role of consumer satisfaction as a mediating variable in this relationship. This study applied a quantitative method using the Structural Equation Modeling (SEM) approach with the help of the AMOS application version 24. The sample size was 250 e-commerce application consumers selected through the Accidental Sampling technique. The instruments used consisted of a scale of repurchase intention, a scale of perceived value, and an adapted consumer satisfaction scale. The results showed that perceived value significantly influenced repurchase intention (C.R = 6.408 > 1.96 with p = 0.000 < 0.05), perceived value significantly influenced consumer satisfaction (C.R = 4.017 > 1.96 with p = 0.000 < 0.05), and consumer satisfaction significantly influenced repurchase intention (C.R = 3.933 > 1.96 and p = 0.000 < 0.05). In addition, consumer satisfaction was proven to significantly mediate the influence of perceived value on repurchase intention (Sobel statistic = 2.1813 > 1.96 and p = 0.04).