RE-BRANDING AND SERVICE QUALITY EFFECTS ON REPURCHASE DECISIONS THROUGH CUSTOMER SATISFACTION

Elsa Riyanita, Ninik Srijani, Hari Purwanto

Abstract


This study aims to analyze the effects of rebranding and service quality on the repurchase decision for POS IND services at the Madiun Branch, with customer satisfaction as an intervening variable. The study was motivated by the transformation of PT Pos Indonesia into POS IND, which is expected to enhance the company’s competitiveness through brand identity renewal and service quality improvement, thereby increasing customer satisfaction and encouraging repurchase decisions. This study employed a quantitative approach. The population consisted of consumers who had previously used the services of the POS IND Madiun Branch. The sample was selected using purposive sampling, with data collected through a Likert-scale questionnaire. The data were analyzed using path analysis with the assistance of IBM SPSS to examine both the direct and indirect effects among the variables. The results show that rebranding has a positive and significant effect on repurchase decisions. Service quality also has a positive and significant effect on repurchase decisions. Furthermore, rebranding and service quality have positive and significant effects on customer satisfaction. Customer satisfaction has a positive and significant effect on repurchase decisions. The mediation analysis indicates that customer satisfaction partially mediates the effects of rebranding and service quality on repurchase decisions. Therefore, enhancing the effectiveness of rebranding, supported by good service quality, can increase customer satisfaction and encourage consumers to repurchase POS IND services at the Madiun Branch.


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References


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