Service Quality And Price Fairness On Repurchase Decisions Through Mediation Of Customer Satisfaction

Abstract

This study examines the influence of service quality and price fairness on repurchase decisions using customer satisfaction as a mediating factor. The study was conducted at PT Kencana Maju Bersama in Prambatan Lor, Kudus. A quantitative approach was used, with data collected through a questionnaire distributed via Google Forms. This study’s population consists of all PT Kencana Maju Bersama consumers, estimated at 1,000 based on sales records from late 2024. The sample consisted of 150 respondents, selected using the Slovin formula with the accidental sampling method, where respondents were chosen based on availability at the time of data collection. Data analysis was carried out utilizing Smart PLS 4.0. The findings indicate that service quality and price fairness have a significant positive effect on repurchase decisions. Additionally, both service quality and price fairness positively influence customer satisfaction. Furthermore, customer satisfaction mediates the relationship between service quality and repurchase decisions, and between price fairness and repurchase decisions. These findings highlight the critical role of service quality, fair pricing, and customer satisfaction in shaping consumer purchasing behavior. Businesses should focus on improving these factors to enhance customer loyalty and drive better purchasing outcomes.