Nexus among Service Quality and Product Quality to Repurchase Decisions Mediated by Customer Satisfaction

Abstract

Aims: This study aims to determine the effect of Service Quality (SQ) and Product Quality (PQ) variables on Repurchase Decisions (RD) through Customer Satisfaction (CS) as an intervening variable. Study Design:  This research aims to find out the direct and indirect relationship of Service Quality and Product Quality on Repurchase Decisions the research variables in the presence of Customer Satisfaction as intervening variables. Place and Duration of Study: Kopi Kenangan, Makassar, between January to February 2025. Methodology: The population in this research is Kopi Kenangan Makassar consumers, totaling 1,380 based on sales data from September to December 2024. The samples in this study were chosen using Hair's method, with a total sample size of 150 respondents. Google forms were used to distribute questionnaires online in order to collect data. Analysis method is conducted using SEM-PLS. Results: The research results revealed that service quality and product quality have a positively and significant influence on customer satisfaction at Kopi Kenangan in Makassar. Subsequently, customer satisfaction also has a definite and significant impact on repurchase decisions. Service quality directly affects repurchase decisions, while product quality has no significant effect on repurchase decisions. In addition, service quality influences repurchase decisions through customer satisfaction as an intervening variable, while product quality had no significant effect through this variable. Conclusion: Based on the research results, it appears that the hypothesis that tests the relationship between Product Quality and Repurchase Decisions, both directly and through mediating variables, shows insignificant results. Therefore, Kopi Kenangan should work on the quality of the products they sell to have a significant effect so as to influence consumer repurchases in the future.