PENGARUH SERVICE QUALITY DAN PRICE TERHADAP REPURCHASE INTENTION YANG DIMEDIASI CUSTOMER SATISFACTION (Studi Kasus Pada Konsumen SuperIndo Cabang Meyjen HR Muhammad Surabaya)

Abstract

This research aimed to find out the effect of service quality and price on repurchasing intention which was mediated by customers’ satisfaction with SuperIndo, a branch of Mayjen HR. Muhammad Surabaya. Moreover, the population was consumers of SuperIndo with bigger and unknown numbers (infinite). In line with that, with Lemeshow, the sample from 97.6 changed to 98. Furthermore, the instrument in the data collection technique was a questionnaire. The data analysis technique used meditation regression with the SPSS 29 version. The result concluded that both service quality and customers’ satisfaction had a significant effect on repurchasing intention. On the other hand, the price had an insignificant effect on repurchasing intention. In contrast, service quality as well as price had a significant effect on customers’ satisfaction. Additionally, service quality affected repurchasing intention through customers’ satisfaction. However, the price had an insignificant effect on repurchasing intention through customers’ satisfaction with SuperIndo, a branch of Mayjen HR. Muhammad Surabaya.