Main Article Content
Abstract
Abstract: The study investigates the impact of company image and service quality on repurchase intention through customer satisfaction for KSU 'Tunas Setia Baru' Mix feed, a supplier of quality animal feed, particularly mix-feed. Since 2016, 342 members
have utilized their services, with a notable fluctuation in sales during the first semester of 2019. The research employs an explanatory research method, utilizing both primary and secondary data sources, including historical company data, past issues faced by the company, membership history, and cooperative partner data. The path analysis method is used to analyze the data. The study encompasses 349 KSU 'Tunas Setia Baru' members, with a sample size of 78 individuals. The findings indicate an indirect relationship between company image and repurchase intention, mediated by customer satisfaction. Similarly, there is a connection between service quality and repurchase intention, with customer satisfaction as an intervening factor. The study suggests that the company's image alone does not directly influence customer repurchase intent; high-quality service is crucial to satisfy customers, ultimately driving their repurchase decisions initially. In summary, this research delves into customer satisfaction, company image, and service quality dynamics in the KSU 'Tunas Setia Baru' Mix feed, shedding light on the importance of service quality as a precursor to customer repurchase intentions.