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Jurnal Bisnis, Ekonomi, Manajemen, dan Kewirausahaan Abnus Publisher

Building Repurchase Intention in MSMEs Through Product and Service Quality Strategies on Customer Satisfaction

2022-11-30
Published
61-71
Pages
OPEN
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AH
Agung Hudaya
Universitas Mercu Buana, Jakarta, Indonesia
Abstract

Purpose: This study aims to explore the role of product quality and service quality strategies in building repurchase intention in Micro, Small, and Medium Enterprises (MSMEs), specifically through their impact on customer satisfaction. The focus is on the soft drink industry in Tangerang Selatan.

Research Methodology: The research employed a quantitative approach using Structural Equation Modeling (SEM) for data analysis. A sample of 100 respondents, selected through purposive sampling, provided data via an online questionnaire. The study tested the relationships between product quality, service quality, customer satisfaction, and repurchase intention.

Results: The findings indicate that both product quality and service quality significantly influence customer satisfaction and repurchase intention. Customer satisfaction plays a crucial mediating role, positively influencing repurchase intention. The study further reveals that improving product and service quality directly enhances repurchase intentions.

Conclusions: Product quality and service quality are pivotal factors in increasing customer satisfaction, which in turn boosts repurchase intention in MSMEs. The results underscore the importance of continuous improvement in these areas for MSMEs to achieve long-term customer loyalty.

Limitations: The study is limited by its sample size of 100 respondents, which may not fully represent the broader MSME market. Future research could expand the sample size and explore other industries to validate these findings.

Contributions: This research contributes to the understanding of customer behavior in MSMEs, offering practical insights for small businesses aiming to improve customer retention and sales strategies. It emphasizes the critical role of quality management in driving customer satisfaction and repurchase intentions.

Customer Satisfaction Product Quality Repurchase Intention Service Quality
How to Cite
Hudaya, A. . (2022). Building Repurchase Intention in MSMEs Through Product and Service Quality Strategies on Customer Satisfaction. Jurnal Bisnis, Ekonomi, Manajemen, Dan Kewirausahaan , 2(2), 61-71. https://doi.org/10.52909/jbemk.v2i2.110
Endnote/Zotero/Mendeley (RIS) BibTeX
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How to Cite

Hudaya, A. . (2022). Building Repurchase Intention in MSMEs Through Product and Service Quality Strategies on Customer Satisfaction. Jurnal Bisnis, Ekonomi, Manajemen, Dan Kewirausahaan , 2(2), 61-71. https://doi.org/10.52909/jbemk.v2i2.110
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