CONSUMER TRUST MEDIATES SERVICE QUALITY AND PRICE PERCEPTION ON REPURCHASE INTENTION(A STUDY AT JYOTHI FARMA UBUD PHARMACY)
Abstract
The pharmaceutical business competition in Bali has become increasingly intense with the growing number of pharmacies. Jyothi Farma Ubud Pharmacy faces the challenge of maintaining consumer repurchase intention, as evidenced by fluctuating consumer visits from 2020 to 2023. This study aims to explain the role of consumer trust in mediating the effect of service quality and price perception on repurchase intention. A quantitative approach is used in this study through a questionnaire survey method, with 130 respondents selected using purposive sampling. The data were analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The results show that service quality does not have a significant effect on repurchase intention, while price perception has a positive and significant effect on repurchase intention. Both service quality and price perception have a positive and significant effect on consumer trust. The role of consumer trust has been proven to mediate the effect of service quality on repurchase intention. Improving service quality, adjusting product prices according to the benefits received, and strengthening consumer trust can help increase repurchase intention at Jyothi Farma Ubud Pharmacy.
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