The Effect Of Perceived Quality And Customer Experience On  Repurchase Intention Through Customer Satisfaction As An  Intervening Variable At Sma Global Prima Medan

Pati Gunawan Leonardo; Syaifuddin; Robert Tua Siregar; Fenny Krisna  Marpaung

Published May 12, 2026

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Vol. 3 No. 1 (2026): Proceeding International Conference on Economic, Business, Management and Accounting

Pati Gunawan Leonardo

Universitas Prima Indonesia

Syaifuddin

Universitas Prima Indonesia

Robert Tua Siregar

Universitas Prima Indonesia

Fenny Krisna Marpaung

Universitas Prima Indonesia

Abstract

This research investigates the impact of Perceived Quality and Customer Experience on
Repurchase Intention, with Customer Satisfaction serving as an intervening variable at SMA
Global Prima Medan. The study involved students of SMA Global Prima Medan as the research
subjects, with a total population of 227 individuals. Using the Slovin formula, a representative
sample of 145 respondents was determined. Data were collected through questionnaires as the
primary source and documentation studies as supporting secondary data. The analysis applied a
quantitative approach processed with SPSS version 25, employing t-tests, Sobel tests, and path
analysis to validate the proposed hypotheses. The results demonstrate that Perceived Quality
significantly and positively affects Customer Satisfaction. Likewise, Customer Experience shows
a positive and significant relationship with Customer Satisfaction. In addition, Perceived Quality
exerts a direct positive influence on Repurchase Intention, while Customer Experience also
contributes significantly to Repurchase Intention. Customer Satisfaction itself is proven to have a
positive effect on Repurchase Intention, emphasizing its crucial mediating role. Moreover, the
findings confirm that Perceived Quality indirectly influences Repurchase Intention through
Customer Satisfaction, and a similar mediating effect is observed between Customer Experience
and Repurchase Intention. In conclusion, the study highlights that Perceived Quality and
Customer Experience are fundamental determinants of Customer Satisfaction, which
subsequently strengthens Repurchase Intention among students. These insights are valuable for
educational institutions, suggesting the importance of improving service quality and overall
student experience to enhance satisfaction, build loyalty, and encourage sustainable engagement.
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Keywords: Customer Experience, Customer Satisfaction, Perceived Quality, and Repurchase
Intention.

How to Cite

Pati Gunawan Leonardo, Syaifuddin, Siregar, R. T., & Marpaung, F. K. (2026). The Effect Of Perceived Quality And Customer Experience On Repurchase Intention Through Customer Satisfaction As An Intervening Variable At Sma Global Prima Medan. Proceeding International Conference on Economic, Business, Management and Accounting, 3(1). Retrieved from https://jurnal.unprimdn.ac.id/index.php/icebesma/article/view/8395

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