Influence of Service Quality and Corporate Image on Repurchase Intention of Services at PT MIP Semarang

Della Okta Viana (Jurusan Administrasi Bisnis, Politeknik Negeri Semarang)
Kurniani (Jurusan Administrasi Bisnis, Politeknik Negeri Semarang)
Saptianing (Jurusan Administrasi Bisnis, Politeknik Negeri Semarang)

JOBS (Jurnal Of Business Studies)
Vol. 11 No. 2 (2025): Desember 2025

This research was conducted at PT Multiguna International Persada Semarang, a freight forwarding company. The aim of this study was to determine the effect of service quality and corporate image on repurchase intention. The research method used a saturated sampling technique with 55 respondents. Data were collected through questionnaires, interviews, and literature review, then analyzed using multiple linear regression with SPSS version 26. The results showed that service quality and corporate image had a positive and significant effect on repurchase intention, with corporate image as the most dominant variable. The resulting regression equation was Y = -2.504 + 0.136X₁ + 0.301X₂ + e. The conclusion of this study is that improving service quality and corporate image can encourage loyalty and increase consumer repurchase intention