The Effect of Impulsive Buying and Perceived Value on Repurchase Intention: The Mediating Role of Customer Loyalty Program and Moderating Role of Satisfying Customer Experience

Based on Stimulus-Organism-Response (S-O-R) theory, this study identifies and empirically tests the effect of impulsive buying perceived value intention to install repurchase by using mediating role customer loyalty programs moderating satisfying experience reinforce positive influence. Data collected from 168 small store owners Sahabat Warung shopping application through an online survey were analyzed structural partial least squares (PLS-SEM) modeling. The results do not confirm significant impact but install. Intention was found be strongly correlated with programs. Moderation reinforces findings inform managers researchers as being stronger than in driving intention.