The Effect of Service Quality and Customer Satisfaction on Purchasing Intention: A Case Study in Indonesia

This research intends to examine and analyze the service quality effect on petrol buying intention through satisfaction when the Maranatha Christian University lecturers spend their money in the Pertamina-affiliated gas stations in Bandung. To attain this goal, we develop four relevant hypotheses to be tested. Furthermore, we use simple random sampling to acquire samples by denoting a sample size set by the Slovin formula. To collect the responses, we use the online survey and fruitfully yield a 53.54% rate with a total of 106 lecturers participating in completing the distributed questionnaire link. This number is near 100; hence, we employ a structural equation model with a variance basis to analyze them. After examining the data and conferring the results, we conclude three things. First, service quality does not affect purchasing intention, but customer satisfaction positively does. Second, service quality has a positive impact on customer satisfaction. Finally, consumer satisfaction successfully mediates the effect of service quality on the intention to buy. Based on these conclusions, this paper finds the superior service to the petrol buyers is the key driver for the gas stations under Pertamina control to effectively compete with their rivals in the marketplace, especially in Bandung.