The impact of user preference and perceived value on customer satisfaction and marketability at traditional handicraft product

Figures & data

Figure 1. The proposed research model.

Figure 2. Structural modelling (PLS-SEM) findings.

Table A1. Constructs and sources.

Constructs	Sources
1. User preference - Aesthetic - Personalization - User-friendliness - Novelty	Marchand A, Marx P. 2020; Ho C Q, Mulley C, Hensher D A. 2020; Shao Z, Zhang L, Chen K, et al. 2020; Iigaya K, Yi S, Wahle I A, et al.2021; Aheleroff S, Mostashiri N, Xu X, et al. 2021
2. Perceived value - Quality - Utility - Sustainability - Cultural relevance	Watanabe E A M, Alfinito S, Curvelo I C G, et al. 2020; Molinillo S, Aguilar-Illescas R, Anaya-Sánchez R, et al. 2021; Özkan P, Süer S, Keser İ K, et al. 2020; Horrell J, Thompson T P, Taylor A H, et al. 2020; Dorce L C, da Silva M C, Mauad J R C, et al. 2021; Rosillo-Díaz E, Blanco-Encomienda F J, 2020
3. Customer satisfaction - Demand - Pricing - Branding - Trendiness	Uzir M U H, Al Halbusi H, Thurasamy R, et al. 2021; Uzir M U H, Al Halbusi H, Thurasamy R, et al. 2021; Zhong Y, Moon H C. 2020; Neumann H L, Martinez L M, Martinez L F. 2020; Cuong D T. 2020; Oscarius Yudhi Ari Wijaya A P, Sulistiyani S, Pudjowati J, et al. 2021
4. Marketability - Competitiveness - Market share - Word-of-mouth	Paputungan S, Mokoagow M M, Paputungan A I, et al. 2023; Chiriko A, Hawassa E. 2020; Rahman M K, Hoque M N, Yusuf S N S, et al. 2023

Table 1. Measurement model items of the construct’s analysis results.

Construct	Indicators	Factor loading	Cronbach’s alpha	CR	AVE
User preference (UP)	UP1	0.903	0.905	0.905	0.778
	UP2	0.886
	UP3	0.874
	UP4	0.865
Perceived value (PV)	PV1	0.878	0.889	0.892	0.751
	PV2	0.866
	PV3	0.841
	PV4	0.881
Customer satisfaction (CS)	CS1	0.857	0.887	0.889	0.747
	CS2	0.872
	CS3	0.877
	CS4	0.851
Marketability (MA)	MA1	0.884	0.860	0.860	0.782
	MA2	0.885
	MA3	0.883

Table 2. Discriminant validity.

Construct	Customer satisfaction (CS)	Marketability (MA)	Perceived value (PV)	User preference (UP)
Customer satisfaction (CS)	0.864
Marketability (MA)	0.590	0.884
Perceived value (PV)	0.557	0.554	0.866
User preference (UP)	0.568	0.580	0.588	0.882

Note: Squared AVE values are shown on the main diagonal (Bolded).

Table 3. Model fit results.

	Saturated model
SRMR	0.043
d_ULS	0.219
d_G	0.149
Chi-square	267.163
NFI	0.911

Table 4. Hypotheses testing results.

Path	Hypotheses	Path coefficients	t-Value	p-Value	Finding
UP->PV	H1	0.588	4.580	0.000	Supported
UP->CS	H2	0.366	5.346	0.000	Supported
UP->MA	H3	0.274	3.772	0.000	Supported
PV->CS	H4	0.342	5.135	0.000	Supported
PV->MA	H5	0.218	2.865	0.004	Supported
CS->MA	H6	0.313	4.580	0.000	Supported

Table 5. R², f², and Q².

Relationship	f^2	Construct	R^2	Q^2
UP->PV	0.527	Perceived value	0.345	0.256
UP->CS	0.146
UP->MA	0.080	Customer satisfaction	0.398	0.293
PV->CS	0.127
PV->MA	0.052	Marketability	0.464	0.357
CS->MA	0.110

Data availability statement

Not applicable.