Authors : Putri Pusparina; Afriapollo Syafarudin; Tafiprios

Volume/Issue : Volume 8 - 2023, Issue 7 - July

Google Scholar : https://bit.ly/3TmGbDi

Scribd : https://tinyurl.com/5n6c8fx4

DOI : https://doi.org/10.5281/zenodo.8246318

Abstract : This study evaluates and analyzes promotion, price, and service quality towards customer satisfaction and the implication of the repurchase intension. By census, 168 questionnaires were filled by the parents of Amaniyah Tutoring Institute. The research approach is implemented quantitatively, with correlational design. The analysis technique used in this study is the Structural Equation Model (SEM) by the help of the Smart-PLS 3.0 program. Result reveals that promotion, tuition fees, and service quality has positive and significant toward customer satisfaction. Promotion and tuition fees have positive and significant effect toward customer satisfaction, while service quality does not. Promotion and service quality have positive and significant effect toward repurchase intention, while intuition fees do not. Customer satisfaction is also not able to mediate promotion, intuition fees and service quality toward repurchase intention.

Keywords : Promotion, Tuition Fees, Service Quality, Customer Satisfaction, Repurchase Intention, Non-Formal Education.