PENGARUH POSITIVE EXPERIENCE DAN PERCEPTION OF VALUE TERHADAP REPURCHASE INTEREST MELALUI CUSTOMER SATISFACTION (STUDI PADA MAHASISWA PEMBELI PRODUK SKINCARE THE ORIGINOTE DI PLATFORM TIKTOKSHOP)

Abstract

Consumptive behaviour is a phenomenon that encourages repurchase interest. Optimalization of repurchase interest has been conducted through various aspects which are positive experience, perception of value, and customer satisfaction. This research aims to examine the effect of positive Experience and perception of value on the repurchase interest through customer satisfaction (A case study to the students who have ever purchasing the originate skincare product at Tiktok Shop platform) The research applies quantitative. Furthermore, the population consists of students of STIESIA Surabaya who have used the originate skincare products. The dqta collection technique used non-probability sampling with 100 respondents. The respondents have purchased minimum 3 times of the originate skincare products. Moreover, the instrument in data collection technique was self-report data through questionnaire distribution. In addition, the data analysis technique used SmartPLS software 4.1.0.9 version. The result indicates that positive experience and perception of value has a significant effect on customer satisfaction. Additionally, positive experience, perception of value, and customer satisfaction has a significant effect on the repurchase interest. Positive experience affects repurchase interest through customer satisfaction. Likewise, perception of value affects repurchase Interest through customer satisfaction.
Keywords: positive experience, perception of value, customer satisfaction, and repurchase interest