THE IMPACT OF PERCEIVED VALUE ON CUSTOMER SATISFACTION AND REPURCHASE INTENTION OF BLACKBERRY USERS IN MANADO

ABSTRACT: People  today  are  varying  with  different  perception  toward  their  purchasing  behavior.  They  become eager in purchasing product to guarantee they satisfied after used the p roduct. Blackberry smartphone in the last 4  years  became  very  popular  in  society  at  global  market  nowadays.  BlackBerry  smartphone  nowadays  in Indonesia  is  turn  into  popular  smartphone  that  already  have  by  many  people  in  every  group  of  them.  This research  wants to  study about  customer perceived value on  customer satisfaction and repurchase  intention of BlackBerry  users  in  Manado.  The  type  of  research  used  in  this  research  is  Structural  Equation  Modeling,  or SEM is a quantitative study with secondary data collection techniques. This study collected 200 data sample of population of people who used BlackBerry smartphone in Manado. The conclusion of this study is perceived value  has  significantly  effect  toward  customer  satisfaction.  Perceived  value  has  positive  effect  to  repurchase intention but did low significant effect. Customer satisfaction has positive and significant effect to repurchase intention.  BlackBerry  Ltd.  company should be more consider about their strategic marketing and management on pricing by giving low cost (low price) to customer without decreasing the quality of product.

Keywords: perceived value, customer satisfaction, repurchase intention

Author: Jerdinan Septian Frendy

Journal Code: jpmanajemengg130073

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