The Influence of Product and Location on Satisfaction and Repurchase Interest at CV Damar Abadi in Sungai Raya District with Satisfaction Variable as Intervening Variable

Abstract

This study aims to analyze the influence of product and location on customer satisfaction and repurchase intention at CV Damar Abadi, with customer satisfaction as an intervening variable. This study uses an associative method, where data is collected through interviews and questionnaires from 100 respondents who are customers of CV Damar Abadi in Sungai Raya District. The data analysis technique uses Structural Equation Modeling (SEM) with the help of SmartPLS software. The results of the study indicate that product and location have a significant effect on customer satisfaction. In addition, customer satisfaction is proven to mediate the influence of product and location on repurchase intention. Product has a stronger influence on satisfaction compared to location, but both variables together increase customer repurchase intention. This study emphasizes the importance of product quality and strategic location in creating sustainable satisfaction, which ultimately has an impact on consumer repurchase intention.