Perdana, Muhammad Ilham (2024) THE EFFECT OF PERCEIVED QUALITY ON PURCHASE INTENTION WITH MEDIATION OF PERCEIVED VALUE AT RevoU INDONESIA. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

Indonesia education sector is rapidly evolving with the integration of EdTech,
driven by increased internet connectivity and digital device access. Despite this
growth, the purchase intention rate for paid online learning programs remains low,
as many consumers favor free trials over committing to full programs. This study
aims to analyze the effect of perceived quality on purchase intention, with perceived
value as a mediating factor, for RevoU online educational services in Indonesia. In
the Indonesian EdTech market, perceived quality and value are critical
considerations influencing consumer intention to invest in paid programs. This
study uses a quantitative method by distributing questionnaires to 100 respondents
who have participated in the free RevoU mini courses. The data were analyzed
using SmartPLS 4. The results indicate that perceived quality has a positive and
significant effect on purchase intention, suggesting that the higher the perceived
quality of the educational services, the greater the likelihood of consumer intention
to purchase. Additionally, perceived value also positively and significantly impacts
purchase intention, highlighting the importance of providing great value to
customers. The findings underscore that both perceived quality and value play
essential roles in influencing purchase intention, suggesting that RevoU should
emphasize consistent quality and communicate the value of its programs effectively
to encourage customer intention and also compete in the Indonesian EdTech
market.
Keywords: Perceived Quality, Perceived Value, Purchase Intention, RevoU,
EdTech

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