PENGARUH SERVICE QUALITY, DELIVERY SPEED DAN BRAND IMAGE TERHADAP REPURCHASE INTENTION MELALUI CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING PADA PENGGUNA LAYANAN DELIVERY OJEK ONLINE JOKI SITUBONDO

Abstract

The increasingly competitive service industry requires businesses to continuously improve service quality, delivery speed, and brand image to enhance customer satisfaction and encourage repurchase intention. This study aims to analyze and examine the effects of service quality, delivery speed, and brand image on repurchase intention, with customer satisfaction serving as an intervening variable, among users of Joki Situbondo delivery services. This research employed an explanatory research design. The population comprised customers who had previously used Joki Situbondo services. A purposive sampling technique was applied, yielding a sample of 114 respondents. Data analysis and hypothesis testing were conducted using the Structural Equation Modeling–Partial Least Squares (PLS-SEM) approach with SmartPLS 3.0 software. The results of the direct effect analysis reveal that service quality has a significant positive effect on customer satisfaction, but no significant effect on repurchase intention. Meanwhile, delivery speed has no significant effect on either customer satisfaction or repurchase intention. Furthermore, brand image has a significant positive effect on both customer satisfaction and repurchase intention, while customer satisfaction significantly and positively influences repurchase intention. The indirect effect analysis indicates that service quality significantly influences repurchase intention through customer satisfaction. In contrast, the indirect effects of delivery speed and brand image on repurchase intention through customer satisfaction are not statistically significant.