The Effect of Perceived Quality and Price Perception on Repurchase Intention through Satisfaction (Study on Glad2Glow Brand Skincare Customers on Shopee)
Keywords:
Perceived Quality, Price Perception, Satisfaction, Repurchase Intention, Glad2Glow, Shopee, SEM-PLSAbstract
This study aims to analyze the effect of Perceived Quality and Price Perception on Repurchase Intention through Satisfaction among customers of the Glad2Glow skincare brand on Shopee. The study is motivated by the increasing competition in the skincare industry, which requires companies to understand the factors influencing customers’ repurchase intentions. This research adopts a quantitative approach using a survey method involving 146 respondents who have purchased Glad2Glow moisturizer products through the official Shopee store. Data analysis was conducted using Partial Least Square Structural Equation Modeling (PLS-SEM). The results indicate that Perceived Quality has a significant effect on Repurchase Intention, while Price Perception does not have a significant effect on Repurchase Intention. In addition, both Perceived Quality and Price Perception significantly affect Satisfaction, and Satisfaction significantly affects Repurchase Intention. Satisfaction is proven to act as a mediating variable in the relationship between Perceived Quality and Price Perception toward Repurchase Intention.
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