The effect of perceived quality on purchase intention with mediation of perceived value at RevoU Indonesia

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.