Understanding Consumers’ Repurchase Intention for Dairy Products: Customer Value Perspective

This research analyzed consumer value in purchasing UHT milk products at Prima Freshmart ETC Brawijaya using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings revealed several key insights. Health value positively influences consumer attitudes, indicating that health-conscious consumers are more likely to favor purchasing UHT milk. In contrast, safety value negatively impacts consumer attitudes, suggesting that increased safety concerns or exaggerated claims can lead to skepticism and dissatisfaction. Social value does not significantly affect consumer attitudes, implying it may be influenced by individual traits and environmental background. Hedonic value positively influences consumer attitudes, showing that enjoyment and positive emotions associated with UHT milk enhance favorable purchasing behavior. However, environmental value negatively affects consumer attitudes, as consumers may perceive eco-friendly packaging as less convenient. Product knowledge positively influences consumer attitudes, indicating that providing detailed product information can improve consumer perception and behavior. Furthermore, positive consumer behavior attitudes significantly impact the likelihood of repurchasing UHT milk products at Prima Freshmart ETC Brawijaya, emphasizing the importance of maintaining favorable consumer perceptions. These findings suggest that there is a need to emphasize health benefits, address safety concerns transparently, promote enjoyment and positive emotions, provide detailed product information, and balance environmental values with convenience to enhance consumer satisfaction and drive repeat purchases.