THE INFLUENCE OF SERVICE QUALITY AND PRICES TOWARDS REPURCHASE INTENTION THROUGH CUSTOMER SATISFACTION (Study On Umrah Service Customers At Daqu Travel (PT. Al Amin Mulia Lestari))

SANIA, SAFFANA (2025) THE INFLUENCE OF SERVICE QUALITY AND PRICES TOWARDS REPURCHASE INTENTION THROUGH CUSTOMER SATISFACTION (Study On Umrah Service Customers At Daqu Travel (PT. Al Amin Mulia Lestari)). Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

Abstract

This study aims to analyze the effect of service quality and price on customer
satisfaction and repurchase intention on users of Daqu Travel umrah services.
Specifically, this study examines the effect of service quality on customer
satisfaction, the effect of price on customer satisfaction, the effect of service
quality on repurchase intention, the effect of price on repurchase intention, the
effect of customer satisfaction on repurchase intention, and the effect of service
quality and price on repurchase intention through customer satisfaction as a
mediating variable.
This study uses a quantitative research method with an explanatory research
approach to explain the relationship between variables. The sampling technique
used is nonprobability sampling with a sample size of 100 respondents who are
users of Daqu Travel umrah services. Data were collected through questionnaires
and literature studies and analyzed using the Structural Equation Model (SEM) -
Partial Least Square (PLS) method with the help of SmartPLS 4.0 software. Data
analysis was carried out by testing the measurement model (outer model) and
structural model (inner model) to identify the validity, reliability, and relationship
between research variables.
The results showed that service quality and price have a positive effect on
customer satisfaction and repurchase intention. Customer satisfaction also has a
positive effect on repurchase intention. However, customer satisfaction does not
act as a mediating variable in the relationship between service quality and price
on repurchase intention. Therefore, it is recommended for Daqu Travel to improve
service quality through staff training and development of digital-based service
systems, as well as maintaining a competitive price balance to increase customer
loyalty
39 ADBIS 2025

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