Pengaruh kualitas pelayanan, persepsi harga dan kesadaran merek terhadap minat beli ulang yang dimediasi oleh kepuasan pelanggan di bengkel Astra Otoservice - Randy Randy (Universitas Tarumanagara, 2026)
The purpose of this study is to examine the influence of several variables—service quality, price perception, and brand awareness—on repurchase intention, mediated by customer satisfaction. The study was conducted in the automotive sector, specifically on non-authorized car service workshops operating under the Astra Otoservice brand. The increasingly competitive environment within Indonesia’s automotive service industry requires companies to maintain customer loyalty by improving service quality, setting competitive prices, ensuring transparency in service cost calculations, and strengthening brand awareness. This research adopts a quantitative approach using cross-sectional descriptive statistics. Data were analyzed using the PLS-SEM method. A non-probability sampling technique, specifically convenience sampling, was employed by distributing online questionnaires (via Google Form) to respondents. A total of 293 customers of Astra Otoservice workshops in the Jakarta area participated in this study. The findings indicate that service quality, price perception, and brand awareness have a positive influence on customer satisfaction; moreover, service quality, price perception, brand awareness, and customer satisfaction positively affect repurchase intention (loyalty); and customer satisfaction mediates the relationship between service quality and repurchase intention (loyalty). Tujuan dari penelitian ini dilakukan adalah untuk mengetahui pengaruh dari beberapa variabel yaitu: kualitas pelayanan, persepsi harga dan kesadaran merek terhadap variabel minat beli ulang yang dimediasi oleh variabel kepuasan pelanggan. Studi ini dilakukan pada sektor otomotif, khususnya pelayanan bengkel mobil non-authorized dengan merek dagang Astra Otoservice. Fenomena ketatnya persaingan industri serupa di Indonesia menuntut perusahaan untuk mempertahankan loyalitas pelanggan melalui peningkatan kualitas layanan, penentuan harga yang kompetitif, transparansi kepada pelanggan mengenai perhitungan biaya layanan, serta penguatan kesadaran merek. Penelitian ini berjenis kuantitatif dengan memanfaatkan statistik deskriptif cross-sectional. Analisa data dilakukan dengan metode PLS-SEM. Pengambilan data dilakukan menggunakan teknik non-probability sampling khususnya dengan metode convenience sampling di mana kuesioner dibagikan kepada responden secara daring (mengisi google form). Sebanyak 293 responden yang merupakan pelanggan bengkel Astra Otoservice di wilayah Jakarta menjadi sampel pada penelitian ini. Hasil penelitian menunjukkan bahwa: kualitas pelayanan, persepsi harga dan kesadaran merek berpengaruh positif terhadap kepuasan pelanggan; kualitas pelayanan, persepsi harga, kesadaran merek dan kepuasan pelanggan berpengaruh positif terhadap minat beli ulang (loyalty); kepuasan pelanggan memediasi hubungan antara kualitas pelayanan dan minat beli ulang (loyalty).