The Effects of Perceived Product Assortment Quality and Price Fairness on Repurchase Intention: The Mediating Role of Perceived Value among Indomilk Consumers in Surabaya

This study seeks to identify the implications of perceived product assortment quality (PAQ) and price fairness (PF) on consumer’s repurchase intention (RI) toward branded dairy products, with perceived value (PV) acting as a mediating variable. Using a value-based consumer behavior framework, the research focuses on Indomilk as a major player in Indonesia’s competitive dairy market. A structured survey employing a five-point Likert scale was administered to 109 respondents, and the data were subsequently analyzed through structural equation modeling (SEM) using SmartPLS 3 software. The outcomes demonstrate that perceived PAQ and PF significantly enhance PV. However, PAQ does not directly influence RI, indicating a fully mediated effect through PV. In contrast, PF affects RI both directly and indirectly. The findings emphasize the central role of PV in sustaining repurchase behavior and offer strategic insights for value-oriented assortment and pricing decisions in the dairy industry