Service Quality, Brand Image, and Repurchase Intention in the Floral Bouquet Industry: The Mediating Role of Customer Satisfaction

I Putu Iwan Pramana Putra; I Gusti Ngurah  Dwi Wiryawan; Ni Luh Adisti Abiyoga Wulandari

doi:10.52423/businessuho.v11i2.137

Penulis

I Putu Iwan Pramana Putra Warmadewa University
I Gusti Ngurah Dwi Wiryawan Politeknik Negeri Bandung
Ni Luh Adisti Abiyoga Wulandari Hindu Indonesia University

DOI:

https://doi.org/10.52423/businessuho.v11i2.137

Kata Kunci:

service quality, brand image,, customer satisfaction, repurchase intention, floral industry

Abstrak

This study examines how service quality and brand image shape repurchase intention in the floral bouquet industry, and whether customer satisfaction mediates these effects in a high-symbolism, high-perishability retail context. A quantitative cross-sectional survey collected data from 160 purposively sampled consumers who had purchased floral bouquets in Denpasar, Bali. A seven-hypothesis structural model was tested using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4, with 5,000-sample bootstrapping for mediation testing. Service quality was strongly associated with customer satisfaction (β = 0.873, p < 0.001), and its relationship with repurchase intention was fully mediated by satisfaction (indirect β = 0.620, p < 0.001; direct β = −0.149, p = 0.339). Brand image had a significant direct effect on repurchase intention (β = 0.267, p < 0.001) but no significant effect on customer satisfaction (β = 0.036, p = 0.460) and no satisfaction-mediated effect (indirect β = 0.025, p = 0.470). Discriminant validity between service quality and brand image was not established (HTMT = 0.971), so the separation of these pathways should be interpreted with caution. The findings suggest that, in this context, service quality relates to repurchase intention mainly through the satisfaction it generates, whereas brand image shows a direct association with repurchase intention. For creative-economy SMEs, the results indicate that reliable service delivery is the main route through which satisfaction, and in turn repurchase intention, is built.

Referensi

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