PENGARUH KUALITAS PELAYANAN TERHADAP REPURCHASE INTENTION MELALUI KEPUASAN PELANGGAN PADA PT TOYOTA LIEK MOTOR

Abstract

This study aimed to determine the effect of service quality on repurchase intention through customer satisfaction. The population used in this research is consumers of PT Toyota Liek Motor. The data analysis technique used to solve the problems in this research is path analysis. This analysis is used to find out and obtain an overview of the influence of service quality on repurchase intention through customer satisfaction with the help of the SPSS (Statistical Product and Service Solution) program. This research variable consists of exogenous variables, intervening variables and endogenous variables, each of which has a cause-and-effect relationship. The exogenous variable in this research is service quality, while the intervening variable is customer satisfaction and the endogenous variable is repurchase intention. The sampling technique used simple random sampling with a total of 100 respondents. The results of this study indicate that: (1) service quality has a significant effect on customer satisfaction; (2) customer satisfaction has a significant effect on repurchase intention; (3) service quality has no significant effect on repurchase intention; and (4) customer satisfaction mediates the effect of service quality on repurchase intention.