ISSN 2636-9168, e-ISSN 0128-2603 © 2020 Global Academy of Training & Research (GATR) Enterprise. All rights reserved. GATR Journal of Management and Marketing Review Journal homepage: http://gatrenterprise.com/GATRJournals/jmmr_issues.html J. Mgt. Mkt. Review 5(4) 197 – 205 (2020) The Effect of Perceived Value and Satisfaction on Repeat Purchase Aprihatiningrum Hidayati 1* , Ronny Kountur 2 , Siti Nuraisyah Suwanda 3 1,2,3 Sekolah Tinggi Manajemen PPM, Jl. Menteng Raya No. 9-19, 10340, Jakarta, Indonesia ABSTRACT Objective – This study set out to examine the effect of perceived value and satisfaction on repeat purchase. Training service companies are competing by encouraging their managers to increase repeat purchase. Methodology/Technique – Data from a survey of 300 customers of public training are used to scientifically verify the model. Path analysis is used to process the data. Findings – Results show that perceived value and satisfaction have indirect effect on repeat purchase through the mediating role of service quality. Satisfaction and perceived value are important predictors in enhancing service quality, but do not directly affect repeat purchase. Surprisingly, the direct effect on repeat purchases stems from service quality while recent researches suggest satisfaction is the antecedent. The findings suggest that training service companies should exert all efforts to improve service quality through service delivery training for their employees. Novelty - Most of literature considers purchase as an attitudinal (namely purchase intention), while this study focuses on behavioural (namely repeat purchase) that consider to be more actual and impactful for companies’ sustainability. Type of Paper: Empirical. JEL Classification: M3, M31. Keywords: Path Analysis, Perceived Value, Repeat Purchase, Satisfaction, Service Quality Reference to this paper should be made as follows: Hidayati, A; Kountur, R; Suwanda, S.T. (2020). The Effect of Perceived Value and Satisfaction on Repeat Purchase, J. Mgt. Mkt. Review, 5(4) 197 – 205. https://doi.org/10.35609/jmmr.2020.5.4(1) _______________________________________________________________________________________ 1. Introduction Repeat purchase is also known as “customer’s repeat purchase” that is when a customer buys again a product manufactured or produced by the same company (Damit et al., 2019). There is a subtle difference between first-time and repeat buyers. It is important to know the differences since it is the basis for developing a marketing strategy (Chua et al., 2016; Ryu & Han, 2011). Several studies had been done to compare the new customers and the repeat customers (Anwar & Sohail, 2004; Chi, 2012; Petrick, 2004; Ryu & Han, 2011), especially in looking at their decision making process and behaviours (Fakeye & Crompton, 1991; Han et al., 2011; Lee et al., 2009; Lichtenstein et al., 1988). And, in trying to convert from new customers to repeat customers (Payne, 1999). Repeat purchase occurred when customers had previous consumption experience (Fakeye & Crompton, 1991; Lichtenstein, Bloch, & Black, 1988). ____________________________ * Paper Info: Revised: September 12, 2020 Accepted: December 31, 2020 * Corresponding author: Aprihatiningrum Hidayati E-mail: apri.hidayati@gmail.com, apr@ppm-manajemen.ac.id Affiliation: Sekolah Tinggi Manajemen PPM, Jl. Menteng Raya No. 9-19, 10340, Jakarta, Indonesia