A Study on the Role of Utilitarian Value and Service Quality in Influencing Repurchase Interntion with Costumer Satisfaction as a Mediating Variable in Rucas.Co Fashion Producs
Year: 2025
Type: article
Study design: Observational Study
Abstract: Rucas.Co faces challenges in maintaining customer loyalty amid increasingly intense business competition. One of the key factors influencing repurchase intention is utility value and service quality, with customer satisfaction acting as a mediating variable in this relationship. This study aims to analyze the impact of utility value and service quality on repurchase intention, with customer satisfaction as a mediating variable. This research employs a descriptive-analytical quantitative method with a sample size of 100 respondents, determined using Lemeshow's formula. Data were collected through questionnaires and analyzed using Smart-PLS 3.0 to examine the relationships between variables. The results indicate that utility value and service quality have a positive and significant effect on customer satisfaction. Additionally, utility value and service quality positively and significantly influence repurchase intention. Customer satisfaction also has a positive and significant impact on repurchase intention and mediates the relationship between utility value, service quality, and repurchase intention. These findings suggest that customer satisfaction plays a crucial role in enhancing customer loyalty at Rucas.Co.
Source: JURNAL ECONOMIC RESOURCE
Institution: Universitas Dian Nuswantoro
Language: English
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4410889774