Expectation Confirmation Theory on Repurchase Intention of Green Products in the Middle-Class Squeeze Mediated by Customer Engagement

Abstract

This study aims to analyze the influence of Expectation Confirmation, Perceived Usefulness, and Satisfaction on Repurchase Intention, both directly and through Customer Engagement as a mediating variable. This study used a quantitative approach with path analysis to test seven proposed hypotheses. The results showed that Expectation Confirmation and Perceived Usefulness have a positive and significant effect on Repurchase Intention. Furthermore, the three main variables (Expectation Confirmation, Perceived Usefulness, and Satisfaction) also have a significant influence on Customer Engagement. However, Customer Engagement did not have a significant effect on Repurchase Intention, thus its role as a mediator was not statistically proven. These findings indicate that customer expectation fulfillment, perceived usefulness, and satisfaction are key factors in shaping loyalty through repurchase intention, while customer engagement does not directly drive this behavior.

Keywords: Expectation Confirmation, Perceived Usefulness, Satisfaction, Customer Engagement, Repurchase Intention