REHATTA, GEORGE MARCELL and Dewi, Reni Shinta (2025) THE EFFECT OF SERVICE QUALITY AND CUSTOMER EXPERIENCE TOWARD REPURCHASE INTENTION THROUGH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE (STUDY: VISITORS OF INDOMARET OFFLINE STORE IN BANJARSARI RAYA). Undergraduate thesis, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Diponegoro.

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Abstract

This study aims to find out how service quality and customer experience affect
customers’ intention to repurchase at Indomaret Banjarsari Raya in Tembalang,
Semarang. The background of the study stems from the intense competition among
minimarket retailers in Indonesia, particularly between Indomaret and Alfamart, and
observed decline in sales tareget achiecvement of Indomaret Banjarsari Raya from
2020 to 2023. The study used a quantitative method by questionnaires to 100 people
who had visited the store at least twice in the past three months. Data analysis was
performed using Structural Equation Model (SEM) with SmartPLS. The findings
indicate that both service quality and customer experience have a significant positive
effect on customer satisfaction and repurchase intention. The customer satisfaction
significantly mediates the relationship between both service quality and customer
experience with repurchase intention. The results contribute to a better understanding
of consumer behaviour in offline retail and highlight the critical role of enhancing
service quality and customer experience to increase customer satisfaction and drive
repeat purchases. This study offers practical recommendations for Indomaret
Banjarsari Raya to improve employee service, store environment, and customer
interaction strategies to strengthen customer loyalty.
Keywords: Service Quality, Customer Experience, Customer Satisfaction,
Repurchase Intention, Minimarket Retail, Indomaret
140. Administrasi Bisnis 2025

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