Service Quality, Store Image, Price Consciousness, and Repurchase Intention on Mobile Home Service

Abstract

In facing fierce business competition, car maintenance workshops deal with it by creating new services often called mobile home services because there are many customers who are constrained by their time to do car services. To win the business competition, many services are made to comply with the needs and desires of their customers by paying attention to service quality and store image to provoke repurchase intention because nowadays, many customers are also more aware of prices. The purpose of this study is to analyze the effect of service quality, store image, and price consciousness on repurchase intention for mobile home services. This type of research uses a quantitative approach through survey methods. The population in this study is the customers who use car repair shops in the past year with a sample size of 55 respondents. Data analysis techniques in this study use Structural Equation Modeling (SEM) assisted with Smart PLS (Partial Least Square) software. The results show that service quality has a positive effect on price consciousness, store image has a positive effect on price consciousness, and price consciousness has a positive effect on repurchase Intention on mobile home services.

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