PENGARUH SERVICE QUALITY, TRUST, SATISFACTION, DAN WOM TERHADAP REPURCHASE INTENTION

With the fierce competition in the banking sector in Indonesia, banking companies are required to be able to improve the quality of products and services in accordance with customer expectations so as to get customer satisfaction and form a customer's desire to use the services of the banking company again. This study aims to analyze the influence of service quality, customer trust, customer satisfaction and word of mouth in shaping repurchase intention behavior in banking companies in Jakarta. This study used 141 Bank BCA customers who were collected by distributing questionnaires using Google Form media. Furthermore, respondents' responses were analyzed using the Structural Equation Model (SEM) analysis method with the Partial Least Square (PLS) approach. The results of this study show that service quality affects customer trust, customer satisfaction, and word of mouth as well as the positive influence of customer satisfaction on repurchase intention. However, the study did not find a significant effect of service quality, customer trust, and word of mouth on repurchase intention. Factors such as providing quality product and service experiences to customers play an important role in shaping customer recommendation behavior, increasing customer trust and satisfaction so that customers' intentions to buy and reuse products and services from banking companies can be formed due to customer satisfaction. Therefore, banking companies need to be oriented towards increasing customer satisfaction so that it influences customers' decisions to not only try, but also intend to use banking services again in the future.