THE INFLUENCE OF SERVICE QUALITY AND CONSUMER TRUST ON REPURCHASE INTENTION WITH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE (Survey of Shopee Mall Indonesia Consumers in Kuningan, West Java)

Dea Nurmela

Abstract


The purpose of this research is to determine the impact of service quality on customer trust and satisfaction to enhance purchase intent. The research employed a defined and reasoned research approach. The sample comprised 150 individuals in Kuningan, West Java, who had made purchases at Shopee Mall Maybelline. Probability sampling was employed. After confirmatory factor analysis, descriptive data analysis and structural analysis tests were conducted on the indicators. The findings reveal that service quality and customer trust positively and significantly impact customer satisfaction but do not directly influence purchase interest. Additionally, customer satisfaction positively and significantly affects compensation, service quality, and customer trust, which in turn positively and significantly influence purchase interest through customer satisfaction as an intermediary variable. This research contributes to the understanding of marketing management theory, particularly in the context of service quality, customer trust, and purchase preferences influenced by customer satisfaction.

Keywords : Customer Satisfaction, Consumer Trust, Repurchase Intention, Service quality



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DOI: https://doi.org/10.25134/ijbe.v7i1.9314

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