Randy, - (2025) Pengaruh Kualitas Pelayanan, Persepsi Harga dan Kesadaran Merek Terhadap Minat Beli Ulang yang Dimediasi Oleh Kepuasan Pelanggan di Bengkel Astra Otoservice. Masters thesis, Universitas Tarumanagara.

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Abstract

The study aims to analyze the influence of service quality, price perception, and brand awareness on repurchase intention, mediated by customer satisfaction. This research was conducted in the automotive sector, specifically in non-authorized car workshop services under the Astra Otoservice brand. The intense competition in similar industries in Indonesia demands companies maintain customer loyalty through improved service quality, competitive pricing, transparency regarding service cost calculations, and strengthening brand awareness. This study is quantitative with a descriptive crosssectional approach. Data analysis used PLS-SEM. Data collection employed a nonprobability sampling technique using convenience sampling, through which an online questionnaire (Google Form) was distributed. A total of 293 respondents, customers of Astra Otoservice workshops in the Jakarta area, were sampled. The results indicate that service quality, price perception, and brand awareness positively affect customer satisfaction; service quality, price perception, brand awareness, and customer satisfaction positively influence repurchase intention (loyalty); and customer satisfaction mediates the relationship between service quality and repurchase intention
(loyalty).

Keywords: service quality, customer satisfaction, repurchase intention, automotive services.

Item Type: Thesis (Masters)
Additional Information: Dosen Pembimbing: Dr. Cokki S.E., M.M.
Uncontrolled Keywords: Keywords: service quality, customer satisfaction, repurchase intention, automotive services.
Subjects: Tesis
Tesis > Pascasarjana
Divisions: Pascasarjana
Depositing User: Pasca Perpus
Date Deposited: 06 May 2026 08:01
Last Modified: 06 May 2026 08:01
URI: https://repository.untar.ac.id/id/eprint/49030

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