THE EFFECT OF PRODUCT QUALITY, IMAGE CONGRUITY, AND CONTEXTUAL EXPERIENCE ON CUSTOMER PERCEIVED VALUE AND ITS IMPACT ON REPURCHASE INTENTIONS OF PACKAGED COFFEE CUSTOMERS: TESTING DIFFERENCES IN THE COFFEE SHOPS, SUPERMARKETS, AND SOUVENIR OUTLETS

Abstract

Consumer interest in buying packaged coffee powder, whether sold in coffee shops, supermarkets, or souvenir shops, can be viewed from a general review of consumer behavior. This study aims to see product quality, image congruity, and contextual experience on repurchase intentions both directly and through customer perceived value as a mediating variable. This study also aims to use comparative moderation analysis, which is comparing the frequency of consumers who shop at Coffee Shops, Supermarkets, and Souvenir Shops to see the level of responsiveness of these three groups, whether it is significantly different or not. The population in this study were all customers who bought coffee in coffee shops, supermarkets, and souvenir shops in Banda Aceh City. The probability sampling technique was used to determine the number of samples, where all members of the population have the same opportunity to be selected as a sample, namely as many as 150 people. The results showed that from the 7 direct hypotheses, 6 were accepted and 1 hypothesis was not significant, namely testing the effect of image congruity on repurchase intentions of packaged coffee customers because they had CR and P values that did not meet the requirements. The role of the customer perceived value variable in the three indirect effects also varies, namely acted as a partial mediator on the effect of product quality on re-purchase intentions through customer perceived value of packaged coffee customers, and the effect of contextual experience on re-purchase intentions through customer perceived value of packaged coffee customers, and acted as a full mediator on the effect of image congruity on re-purchase intentions through customer perceived value of packaged coffee customers. In the comparative model analysis that used the full model, the result proved there was a significant difference of the frequency of consumers who shop at the Coffee Shops, Supermarkets, and Souvenir Shops. However, in a path-by-path moderation comparison, the results vary from one path to another. These findings can be a reference for academic theory for future researchers. This tested model proved how customer perceived value acted as a partial mediator and a full mediator towards other variables. For future researchers, this tested model is expected to be combined with other variables such as consumer satisfaction and brand awareness. International Journal of Business Management and Economic Review Vol. 4, No. 03; 2021