The Influence of Service Quality and Experiential Marketing on Repurchase Intention through Customer Satisfaction as an Intervening Variable (A Study at PT Citra Van Titipan Kilat, Serang City)
Keywords:
Service Quality, Experiential Marketing, Customer Satisfaction, Repurchase IntentionAbstract
E-commerce transactions in Indonesia reached IDR 487 trillion in 2024, compared to only IDR 205 trillion in 2018. This indicates that the e-commerce market share continues to grow. The acceleration of growth in the courier and logistics business across various countries, including Indonesia, is a positive impact of the expanding creative economy and e-commerce industries, which have opened opportunities for logistics companies to contribute to the delivery process. Digital technology and e-commerce platforms have supported and provided broad opportunities for Indonesian entrepreneurs, particularly micro, small, and medium enterprises (MSMEs), to expand their businesses and reach more consumers.
This study examines the influence of service quality and experiential marketing on repurchase intention, with customer satisfaction as an intervening variable. The research was conducted at PT Citra Van Titipan Kilat (TIKI) in the city of Serang. A quantitative method was employed using primary data collected through a questionnaire. The questionnaire applied a Likert-style Agree–Disagree scale, utilizing an interval scale from 1 (strongly disagree) to 10 (strongly agree).
The population in this study consisted of 2,800 individuals, representing the average monthly number of customers sending packages. The sample size used in this research was 170 respondents. The analytical tool employed for data processing was SmartPLS Version 4.0.9.2.
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