The Effect of Perceived Price and Quality of Delivery on Repeat Purchase Intention among Shopee Users: The Mediating Roles of Perceived Value, Customer Satisfaction, and Customer Trust

The rapid growth of e-commerce in Indonesia has intensified competition among digital marketplaces, making consumer retention a critical concern for platforms such as Shopee. Previous studies have predominantly examined the relationship between price perceptions, delivery quality, and repurchase behavior in isolation, while limited empirical evidence exists that simultaneously integrates perceived value, customer satisfaction, and customer trust as mediating mechanisms. This study aims to examine the effect of perceived price and quality of delivery on repeat purchase intention among Shopee users and to analyze the mediating roles of perceived value, customer satisfaction, and customer trust. The study employed a quantitative approach with 294 Shopee users as respondents. Data were collected through a structured questionnaire using a five-point Likert scale and analyzed using Partial Least Squares Structural Equation Modeling with SmartPLS version 4 software. The results indicate that respondents generally have positive perceptions of Shopee regarding perceived price, quality of delivery, perceived value, and customer satisfaction. The measurement model confirms adequate reliability and convergent validity. The novelty lies in simultaneously integrating three mediating variables within a single framework.