Pengaruh Kualitas Layanan dan Brand trust terhadap Minat Beli Ulang pada Stasiun Pengisian Bahan Bakar Umum Nelayan (SPBUN) Lumpur Gresik
DOI:
https://doi.org/10.58192/ebismen.v5i4.5545Keywords:
service quality, Brand trust, repurchase intention, Lumpur Gresik gas stationAbstract
This study aims to examine the influence of service quality and Brand trust on consumer repurchase intention at the Lumpur Gresik gas station. The study used a quantitative approach with a causal associative method. The sample consisted of 130 respondents using a purposive sampling technique. Data were collected through questionnaires and analyzed using IBM SPSS Statistics 27, using validity, reliability, classical assumptions, multiple linear regression, t-test, F-test, and coefficient of determination. The results showed that service quality had a positive and significant effect on repurchase intention. Furthermore, Brand trust also had a positive and significant effect on repurchase intention. Simultaneously, service quality and Brand trust significantly influenced consumer repurchase intention. The coefficient of determination (R²) of 0.654 indicates that 65.4% of the variation in repurchase intention can be explained by these two variables. These findings suggest that improving service quality and Brand trust are important factors in driving consumer repurchase intention at the Lumpur Gresik gas station.
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