THE INFLUENCE OF CONSUMER PERCEIVED VALUE DIMENSIONS OF CONSUMER REPURCHASE INTENTION OF IMPORTED THRIFT CLOTHES (STUDY CASE: RUMAH LIVE ONLINE MANADO)

Abstract

Consumer perceived value is a very important thing that must be understood by every company because this greatly affects consumer repurchase intention. This research aims to examine how three dimensions of consumer perceived value (CPV), namely: logical dimension, functional dimension and affective dimension affect the intention of consumers to repurchase imported thrift clothes. This study is quantitative research using multiple linear regression as the analysis method. The findings revealed that the logical and functional dimensions does not have significant influence on consumer repurchase intention, whereas the affective dimension has a significant influence on consumer repurchase intention. This research suggests that imported thrift clothes traders pay more attention to components that have an influence on the intention of consumers to repurchase ITC.

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Keywords: repurchase intention, perceived value, logical dimension, functional dimension, affective dimension.