Service Quality and Intention to Repeat Buying of Digital Services Start-up

Abstract

The digital services start-up has entered into various industries, one of which is the beauty industry. Beauty industry is a promising industry for start-ups. One of them is the makeup artist services which are included in the category of beauty industry. The makeup artist business is getting more and more promising; thus, they keep growing. As a business player in this industry, to face this competition is by providing satisfaction to customers by using e-commerce or platforms as a medium to provide value for their business. Each person's satisfaction is different from the level of importance of the other person. Therefore, due to differences in the level of one's interest in one aspect of the service, the company/service provider needs to pay attention to an aspect in the service quality component based on the level of interest of its customers so that it becomes a priority. Repetitive buying is important because this will indicate the extent to which customers are satisfied by the services offered and also knows if business growth has been achieved. Therefore, this study aims to determine the effect of service quality on customer satisfaction and intention to repeat buying of digital services start-ups. This study uses an online survey method to collect data, Structural Equation Method and Important Performance Analysis approach to analyze the relationship between variables. The number of samples is 210 respondents who are women aged 17-35 years have used the services of makeup artist. The results of the study shows a significant effect in the variables service quality, customer satisfaction, and repurchase intentions.

Keyword:service quality, customer satisfaction, intention to repeat buying, digital services, start-up.