Citation:

Ismulyana Djan, Irkhamia Amanda, Siti Rubbiah Adawiyyah. "The Effect of Price and Service Quality on Repurchase Intention Through Purchase Decision as an Intervening Variable in Photography Service Company" International Research Journal of Economics and Management Studies, Vol. 5, No. 1, pp. 141-144, 2026. Crossref. http://doi.org/10.56472/25835238/IRJEMS-V5I2P116

Abstract:

Intensifying competition in the photography service industry has compelled firms to better understand the determinants of customer retention. This study examines the effects of price and service quality on repurchase intention, with purchase decision as an intervening variable, using empirical evidence from SayHello Picture. A survey method was used to adopt a quantitative research design. The data were also gathered through structured online questionnaires previously utilized on 204 respondents who had used the services of the SayHello Picture. Analysis of the data was done with descriptive statistics and covariance Structural Equation Modeling (SEM) with AMOS. The findings indicate that price and quality of service have positive and important impacts on purchase decisions. In their turn, purchase decisions positively but significantly affect repurchase intention. These observations point to the fact that consumers are empowered by fair and competitive pricing that is backed by the constant high quality of service which in turn increases their purchase decisions and increases their intentions to repurchase. In line with this, the price optimization and the constant enhancement of the service quality by the photography service providers are advised as a way of building the sustainable customer loyalty.

References:

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Keywords:

Price, Service Quality, Purchase Decision, Repurchase Intention.