The Influence of Service Quality and Product Quality on Repeat Purchase Decisions Through Customer Satisfaction as an Intervening Variable at UD Wijaya as a Rice Supplier in Dlanggu Mojokerto

Abstract

Competition among rice suppliers requires firms to maintain service and product quality so that customers continue to repurchase. Usaha Dagang Wijaya in Dlanggu, Mojokerto faces competitive pressure from suppliers offering similar products; therefore, customer retention depends on consistent transaction experiences and products that meet expectations. This study analyzes the effects of service quality and product quality on repurchase decisions, both directly and through customer satisfaction as an intervening variable. A quantitative correlational approach was applied to a population and census sample of 80 regular customers. Data were collected through questionnaires, observation, and documentation, then analyzed using two multiple linear regression equations and the Sobel test. The results show that service quality significantly affects customer satisfaction, with a t value of 2.015 and a significance level of 0.047, while product quality significantly affects customer satisfaction, with a t value of 5.090 and a significance level of 0.000. Service quality, product quality, and customer satisfaction also significantly affect repurchase decisions, with t values of 2.358, 1.993, and 2.020, respectively. The model explains 33.0 percent of the variation in repurchase decisions. However, the Sobel test indicates that customer satisfaction does not mediate the effect of service quality or product quality on repurchase decisions because the Sobel statistics are 1.42 and 1.88, both below 1.96. These findings indicate that service and product quality primarily influence repurchase decisions through direct effects rather than through customer satisfaction as a mediating mechanism.