The Effect of Impulsive Buying and Perceived Value on Repurchase Intention: The Mediating Role of Customer Loyalty Program and Moderating Role of Satisfying Customer Experience

Based on Stimulus-Organism-Response (S-O-R) theory, this study identifies and empirically tests the effect of impulsive buying and perceived value on intention to install and repurchase intention by using the mediating role of customer loyalty programs and the moderating role of satisfying customer experience to reinforce the positive influence. Data collected from 168 small store owners using the Sahabat Warung shopping application through an online survey were analyzed using structural partial least squares (PLS-SEM) modeling. The results do not confirm the significant impact of impulsive buying but confirm the significant impact of perceived value on the intention to install. Intention to install was found to be strongly correlated with repurchase intention by mediating customer loyalty programs. Moderation of customer loyalty programs reinforces positive influence. The findings inform managers and researchers of the role of perceived value as being stronger than impulsive buying in driving intention to install and repurchase intention.