The Influence of Perceived Value and Customer Experience on Repurchase Intention Through Customer Trust as an Intervening Variable at PT. Golgon Medan
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Abstract
This study aims to analyse the influence of perceived value and customer experience on repurchase intention through customer trust as an intervening variable at PT. Golgon Medan. This study uses a quantitative approach with an associative research design. The population in this study consisted of customers who had purchased or used products from PT. Golgon Medan. The sampling technique used was purposive sampling, and a total of 96 respondents were selected as research samples. Data were collected through questionnaires using a Likert scale and analysed using multiple linear regression and path analysis with the assistance of Statistical Package for Social Sciences (SPSS). The results showed that perceived value and customer experience have positive and significant effects on customer trust. Furthermore, perceived value, customer experience, and customer trust also have positive and significant effects on repurchase intention. Customer trust was found to be the most dominant variable influencing repurchase intention. The results of path analysis indicated that customer trust successfully acts as an intervening variable in the relationship between perceived value, customer experience, and repurchase intention. This study concludes that improving perceived value, customer experience, and customer trust simultaneously is important in strengthening customers’ repurchase intention and maintaining long-term customer relationships at PT. Golgon Medan
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