PENGARUH KUALITAS PELAYANAN DAN KEPUASAN PELANGGAN DALAM PEMBENTUKAN INTENSI PEMBELIAN KONSUMEN

Erma Setiawati(1*), Sri Murwanti(2)

(1) Fakultas Ekonomi Universitas Muhammadiyah Surakarta
(2) Fakultas Ekonomi Universitas Muhammadiyah Surakarta
(*) Corresponding Author

Abstract

The researcher is highly interested in many different opinions among some experts about the
influence of service quality and customer satisfaction in establishing purchase intentions. Thus, the
purpose of this research is to test such three variables, based on the model proposed by Taylor and
Baker (1994) by interacting variables of quality service and customer satisfaction in establishing the
purchase intention with customer satisfaction as a moderator variable between service quality and
purchase intentions.
This research was conducted in Surakarta with research object of two supermarkets. From the
200 questionnaires distributed 188 were return.The result of the research indicate that regression
coefficient of interaction among one supermarket (alfa) is positive and significant (p
≤ 0.05), while one
supermarket (Goro Assalam) is not significant. The value of R2 for two supermarkets was increasing
after the interaction of service quality and customer satisfaction being participated in the model of
moderator regression equality and the result supported in research hypothesis.

Keywords

service quality,customer satisfaction,purchase intentions

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DOI: 10.23917/benefit.v10i1.1225

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