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All Journal Asian Journal of Management Analytics
Gustini, Ni Ketut
Unknown Affiliation
Decision Sciences, Operations Research & Management

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The Role of Customer Satisfaction in Mediating the Effects of Product Quality and Service Quality on Repurchase Intention: A Study at Mr. Konveksi Bali Gustini, Ni Ketut; Yasa, Ni Nyoman Kerti; Giantari, I Gusti Ayu Ketut; Aksari, Ni Made Asti
Asian Journal of Management Analytics Vol. 5 No. 2 (2026): April 2026
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ajma.v5i2.16398

Abstract

This research examines the role of customer satisfaction as an intervening variable connecting product and service quality with customers’ intention to repurchase in the MSME context. Despite increasing competition in the post-pandemic period, maintaining customer loyalty remains a critical challenge for small businesses. A quantitative research design was implemented using survey data gathered from 120 participants who had prior purchasing experience. The study employed PLS-SEM to assess the relationships among variables, including both direct and indirect effects. The analysis indicates that both product and service quality have a significant effect on customers’ intention to repurchase. These results highlight the importance of delivering consistent service interactions alongside reliable product performance. From a managerial perspective, MSMEs should prioritize customer-centric strategies that enhance experiential value to sustain long-term purchasing behavior.
Co-Authors I Gusti Ayu Ketut Giantari Ni Made Asti Aksari, Ni Made Asti Ni Nyoman Kerti Yasa