The Effect of Service Quality and Marketing Mix on Consumer Satisfaction Mediated Repurchase Interest at PT Indomarco Pristama (Indomaret Group) Muchtar Basri Branch, Medan City

Fitri Rahmadani, Khairinnisah Khairinnisah, Rahayu Dewi, Falia Eliza Nasution, Muhammad Irfan Nasution

Abstract


This study aims to analyze the effect of service quality and marketing mix on repurchase intention, to analyze the effect of service quality and marketing mix on consumer satisfaction on repurchase intention.Data collection technique using non-probability sampling, obtained a total of (35) samples. The data analysis technique used is inferential statistics including path analysis and sobel test. The results show that the quality of service (X1) and the marketing mix (X2) implemented by PT Indomarco Pristama (Indomaret Group), Muchtar Basri branch and Medan city do not significantly affect repeat purchase intention (Y). increase. Consumer satisfaction (Z) is one of the factors driving repurchase interest (Y). Quality of service (X1) mediated by consumer satisfaction (Z) of PT Indomarco Pristama (Indomaret Group) Muttar Basri Branch, Medan City does not significantly affect repurchase intention (Y). In addition, the marketing mix (X2) of PT Indomarco Pristama (Indomaret Group) Muttar Basri Branch in Medan City has a significant impact on repeat purchase intent (Y) in communicating consumer satisfaction (Z). The research model uses four (4) variables that apply the concept of mediation, where there is a relationship in the research model analyzed with SmartPLS version 3.0 software. In this study, the quality of service (X1) and the marketing mix (X2) conducted by PT Indomarco Pristama (Indomaret Group), Muchtar Basri branch (Medan city) did not significantly affect repurchase intention (Y). was shown. Consumer satisfaction (Z) is one of the factors driving repurchase interest (Y). Quality of service (X1) mediated by consumer satisfaction (Z) of PT Indomarco Pristama (Indomaret Group) Muttar Basri Branch, Medan City does not significantly affect repurchase intention (Y). In addition, the marketing mix (X2) of PT Indomarco Pristama (Indomaret Group), Muttar Basri Branch, Medan City, has a significant impact on repurchase intent (Y) in communicating consumer satisfaction (Z). Based on the results of this study, we recommend further research to research or use different retailers to obtain more diverse results.



Keywords


Indomaret, Service Quality, Consumer Satisfaction, Marketing Mix.

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References


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DOI: https://doi.org/10.30596/miceb.v1i0.220

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