The Effect of Perceived Value on the Repurchase Intention of Muslim Fashion Products on Shopee Live through Customer Satisfaction
Published:
2026-11-04Downloads
Abstract
The development of live commerce has changed consumer behavior in online shopping activities, including in the Muslim fashion industry in Indonesia. Shopee Live is one of the widely used live commerce platforms because it offers an interactive and real-time shopping experience. This study aims to analyze the influence of perceived value on repurchase intention in Muslim fashion consumers on Shopee Live with customer satisfaction as a mediating variable. This study uses a quantitative approach with a survey method of 95 respondents who have purchased Muslim fashion products through Shopee Live. The sampling technique used purposive sampling, while the data analysis was carried out using Structural Equation Modeling (SEM) with the help of AMOS 23.0. The results of the study showed that perceived value had a positive and significant effect on customer satisfaction and repurchase intention. In addition, customer satisfaction also had a positive and significant effect on repurchase intention. This research also proves that customer satisfaction is able to mediate the relationship between perceived value and repurchase intention. The findings of the study show that the value felt by consumers while shopping for Muslim fashion through Shopee Live can increase consumer satisfaction and encourage repurchase intention. This research is expected to make a theoretical contribution to the development of consumer behavior studies in the context of live commerce and become a practical reference for Muslim fashion business actors in increasing consumer loyalty through Shopee Live
Keywords:
Customer Satisfaction Fashion Muslimah Live Commerce Perceived Value Repurchase Intention Shopee LiveReferences
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