The Effect of Perceived Value and Marketing 4.0 on Customer Satisfaction and Purchase Intention in E-commerce Context

Abstract

In order to observe the effect of perceived value and marketing 4.0 factors on purchase intention and satisfaction of customer in e-commerce context, this study uses quantitative method to analyse 315 collected data e-commerce platform users in Indonesia by applying multiple regression analysis method. The combination of SPSS Statistics v.20 and Microsoft Excel are used during data analysis. In addition to perceived value components that might influence on satisfaction of customer and purchase intention in e-commerce context, the all four components of marketing 4.0 model are combined as components that might also influence on satisfaction of customer and purchase intention. As the result, this study shows that two components (utilitarian value and hedonic value) as part of perceived benefits and three components (brand image, brand identity, and brand integrity) as part of marketing 4.0 model have a significantly and positively influence on both satisfaction of customer and purchase intention. On the other hand, social value and perceived risk do not have significantly effect on customer satisfaction. Moreover, brand interaction and customer satisfaction have positive impact on purchase intention.