The Effect of Service Quality on Purchase Intention with Customer Satisfaction as a Mediator: Case Study of Boarding House Survey Service Business in Indonesia Aulya Husna Fajri
School of Business and Management, Bandung Institute of Technology
Jalan Ganesha 10, Bandung 40132, Indonesia
aulya_husna[at]sbm-itb.ac.id
Abstract
In Indonesia, there are various options for temporary housing available to migrating students, including boarding houses, dormitories, rentals, and apartments. However, numerous obstacles are faced in finding such a limited time to look for boarding houses, availability issues, or unmet expectations. Teman Survei is present as a company that provides boarding house survey services. Unfortunately, the quality of service provided by Teman Survei is not optimal, resulting in customer dissatisfaction and not continuing to pay. This study aims to identify the effects of service quality on customer purchase intention through customer satisfaction. The data from 200 college students who plan or have rented a boarding house in Bandung through questionnaire sampling was used to test the research model using a quantitative method, Partial Least Square-Structural Equation Modeling. After examining the data, the results conclude three things. First, service quality affects customer satisfaction but not purchase intention. Second, customer satisfaction positively affects purchase intention. Last, customer satisfaction successfully acts as a mediating between service quality and purchase intention. Hopefully, this research will assist service industry businesses in optimizing their service performance through the understanding of the effect of service quality on customer satisfaction and purchase intention.
Keywords: Service Quality, Customer Satisfaction, Purchase Intention, Boarding House
Topic: Marketing Management, Relationship Marketing, Service Marketing
