The Effect of Product Collaboration Atributes on Re-Purchase Intention at Happy Go Lucky with Consumption Value and Customer Equity as Mediating Variables

This study aims to analyze the effect of product collaboration atributes on re-purchase intention, with consumption value (hedonic and utilitarian) and customer equity as mediating variables, focusing on customers of Happy Go Lucky (HGL). A quantitative approach was employed using Structural Equation Modeling Partial Least Squares (SEM-PLS) to process data collected through a survey of HGL customers familiar with the brand's collaborative products. The questionnaire included 30 Likert-scale-based indicators. The findings indicate that product collaboration atributes significantly affects consumption value (hedonic and utilitarian) and contributes positively to customer equity, which in turn significantly influences re-purchase intention. Moreover, customer equity mediates the relationship between product collaboration atributes and re-purchase intention, highlighting the importance of customer perceptions in building brand loyalty. This study contributes to the literature on the role of product collaboration in shaping consumer behavior and provides practical insights for enhancing product uniqueness, symbolism, and aesthetics to strengthen customer engagement and drive re-purchase intention.