Pengaruh Customer Experience Dan Product Uncertainty Terhadap Repurchase Intention Dengan Perceived Value Sebagai Variabel Mediasi Pada Konsumen Blind Box E-Commerce Di Surabaya
DOI:
https://doi.org/10.59024/jise.v4i3.1818Keywords:
Customer Experience; Product Uncertainty; Perceived value; Repurchase Intention; Blind box.Abstract
Perkembangan ekonomi digital dan meningkatnya tren konsumsi berbasis pengalaman telah mendorong munculnya fenomena blind box di kalangan konsumen muda, khususnya Generasi Z. Produk ini menawarkan sensasi kejutan dan ketidakpastian yang membentuk pengalaman emosional unik bagi konsumennya. Penelitian ini bertujuan untuk menganalisis pengaruh customer experience dan product uncertainty terhadap repurchase intention dengan perceived value sebagai variabel mediasi pada konsumen blind box di Kota Surabaya. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian eksplanatori. Sampel penelitian berjumlah 200 responden yang dipilih melalui teknik purposive sampling dengan kriteria konsumen Generasi Z yang pernah membeli blind box di E-commerce. Pengumpulan data dilakukan melalui kuesioner daring menggunakan skala bipolar adjective, dan data dianalisis menggunakan metode SEM-AMOS. Hasil penelitian menunjukkan bahwa customer experience berpengaruh positif dan signifikan terhadap repurchase intention, namun berpengaruh negatif dan signifikan terhadap perceived value. Sementara itu, product uncertainty berpengaruh positif dan signifikan terhadap perceived value serta repurchase intention. Selain itu, perceived value berpengaruh positif dan signifikan terhadap repurchase intention. Hasil uji mediasi menunjukkan bahwa perceived value memediasi secara parsial pengaruh product uncertainty terhadap repurchase intention serta memediasi secara parsial pengaruh customer experience terhadap repurchase intention dengan arah mediasi negatif. Penelitian ini memberikan implikasi bahwa pelaku bisnis blind box perlu memperkuat pengalaman konsumen dan mengelola ketidakpastian produk secara tepat agar meningkatkan nilai yang dirasakan dan mendorong pembelian ulang.
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