PENGARUH SERVICE QUALITY TERHADAP REPURCHASE INTENTIONS DENGAN MEDIASI CUSTOMER TRSUT (STUDI TERHADAP KONSUMEN CV. ANUGERAH UTAMA MOTOR BUKATEJA, PURBALINGGA)

The rapid growth of the motorcycle industry in Indonesia has sparked intense competition among companies, making it necessary to develop strategies to retain customers, one of which is through improving service quality. Good service quality is believed to build customer trust and encourage repurchase intentions, although previous research has shown inconsistencies regarding the mediating role of customer trust. Therefore, this study aims to analyze the influence of service quality on repurchase intentions, both directly and through customer trust, among consumers of CV. Anugerah Utama Motor Bukateja, Purbalingga. This study employs a quantitative approach using a descriptive method, data collection via a Likert-scale questionnaire, and purposive sampling. Data analysis was conducted using Partial Least Squares (PLS)-based Structural Equation Modeling (SEM) to test the relationships between variables and the mediating role under investigation.
The results of the study show that service quality has a positive and significant effect on repurchase intentions, with a coefficient of 0.334; service quality has a positive and significant effect on customer trust, with a coefficient of 0.715; and customer trust has a positive effect on repurchase intentions, with a coefficient of 0.376. Furthermore, customer trust was found to mediate the relationship between service quality and repurchase intentions with a coefficient of 0.269. These findings confirm that improving service quality not only has a direct impact on repurchase intentions but also an indirect one through the strengthening of customer trust. In summary, the novelty of this study lies in testing the mediating role of customer trust in the relationship between service quality and repurchase intentions among customers of the Honda motorcycle dealer CV. Anugerah Utama Motor Bukateja, Purbalingga, using the TPB and SEM-PLS approaches to address the inconsistencies in previous research regarding the role of customer trust as a mediator. Thus, the company needs to focus on improving service quality to build trust and increase repurchase intentions.