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Abstract

Rucas.Co faces challenges in maintaining customer loyalty amid increasingly intense business competition. One of the key factors influencing repurchase intention is utility value and service quality, with customer satisfaction acting as a mediating variable in this relationship. This study aims to analyze the impact of utility value and service quality on repurchase intention, with customer satisfaction as a mediating variable. This research employs a descriptive-analytical quantitative method with a sample size of 100 respondents, determined using Lemeshow's formula. Data were collected through questionnaires and analyzed using Smart-PLS 3.0 to examine the relationships between variables. The results indicate that utility value and service quality have a positive and significant effect on customer satisfaction. Additionally, utility value and service quality positively and significantly influence repurchase intention. Customer satisfaction also has a positive and significant impact on repurchase intention and mediates the relationship between utility value, service quality, and repurchase intention. These findings suggest that customer satisfaction plays a crucial role in enhancing customer loyalty at Rucas.Co.

Keywords

Utilitarian Value Service Quality Customer Satisfaction repurchase intention

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Copyright (c) 2025 JER

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