Pengaruh Kualitas Layanan dan Event Marketing terhadap Niat Membeli Ulang melalui Kepuasan sebagai Variabel Mediasi pada ICONNET di PLN Icon Plus SBU Sumbagsel

Syatria Ramalan
Yos Karimudin
Iisnawati Iisnawati

JURNAL MANAJEMEN MOTIVASI
Vol 22 No 2 (2026): Jurnal Manajemen Motivasi

This study examines service quality, event marketing, satisfaction, and repurchase intention among ICONNET subscribers in Palembang. A cross-sectional survey of 193 respondents from 19 residential clusters was analysed using SmartPLS 3.0. Service quality and event marketing were positively associated with satisfaction and repurchase intention. Satisfaction partially mediated both relationships, with indirect coefficients of 0.221 and 0.169 (both p < 0.001). The model explained 51.5% of satisfaction variance and 64.8% of repurchase-intention variance. The findings suggest integrating reliable broadband service with customer-oriented events, while the design limits causal interpretation and does not establish actual renewal behaviour.