The Role of Customer Satisfaction In Mediating The Effect of Perceived Value and Trust on Reuse Intention

Abstract

This research explores the mediating role of customer satisfaction in the relationship between perceived value and trust on reuse intention, specifically in the context of ShopeeFood users in Denpasar, Indonesia. In the rapidly evolving landscape of digital food delivery services, consumer retention becomes a key strategic challenge. Leveraging the Technology Acceptance Model (TAM) and Commitment-Trust Theory, this study analyzes how user perceptions and trust dynamics influence satisfaction and subsequent behavioral intentions. Data was collected through a structured questionnaire distributed to 150 respondents selected via purposive sampling. The data were analyzed using Structural Equation Modeling (SEM) with SmartPLS. The results show that both perceived value and trust significantly and positively influence reuse intention, and that customer satisfaction significantly mediates these relationships. These findings highlight the critical importance of service quality and trust-building in maintaining customer loyalty in competitive digital service ecosystems.