Analisis Pengaruh Kualitas Pelayanan dan Harga terhadap Kepuasan Pelanggan dan Pembelian Ulang pada PT X di Surabaya

Abstract

This study aims to examine the effect of service quality and price on customer satisfaction and repurchase intention at PT X, a logistics service company in Surabaya. Primary data were collected through questionnaires from 100 respondents selected using purposive sampling (customers who had used the service at least three times). Data analysis employed Structural Equation Modeling (SEM) with AMOS software. The results indicate that service quality has no significant effect on customer satisfaction or repurchase intention. Price has a positive and significant effect on customer satisfaction but not on repurchase intention. Customer satisfaction also has no significant effect on repurchase intention. These findings suggest that in the competitive logistics industry, price plays a greater role in shaping short-term satisfaction, while customer loyalty requires additional factors such as delivery reliability and trust. Practical implications emphasize the importance of competitive pricing strategies balanced with improvements in non-price aspects to foster sustainable repurchase behavior.