The Role of CPV as a Mediation of Factors That Influence Repurchase Intention in Outdoor Products

Consumers have an interest in repurchasing a product due to several factors, namely brand image, quality, price and the balance between the benefits obtained and the sacrifices made (Customer Perceived Value). This research aims to test the influence of brand image, quality, and price on repurchase interest in Merapi Mountain outdoor products, and to test the influence of brand image, quality, and price on repurchase intention with customer perceived value (CPV) as an intervening variable for outdoor products Merapi Mountain. The variable measurement scale used is a Likert scale with a score rating (1-5) and a sample of 122. Data processing in this research uses smartPLS (Partial Least Square) software with outer model and inner model measurement models. The results of this research show that brand image and quality have a positive and significant effect on repurchase intention. Price has an insignificant positive effect on repurchase interest. Brand image, quality, and price have a positive influence on repurchase intention with CPV as an intervening variable.