The Effect of Relationship Marketing on Repurchase Intention with Regulation as a Moderating Variable (Study at Pt Surveyor Indonesia Batam Branch)
Abstract
The certification and inspection services industry operates under strict regulatory pressure, where customers' decisions to re-use services are driven not solely by preference but also by binding legal obligations. PT Surveyor Indonesia, Batam Branch, as a state-owned enterprise providing testing, inspection, certification, and consulting services, faces real challenges in the form of a decline in the number of active customers and revenue achievement that missed the target in 2024. This study aims to examine the influence of relationship marketing and regulations on customer repurchase intention, while also examining whether regulations are able to moderate the relationship between the two. A quantitative approach with an explanatory research strategy was used, with 100 active customers of PT Surveyor Indonesia, Batam Branch, as respondents selected through a purposive sampling technique. Data were collected through a five-point Likert-scale questionnaire, then analyzed using the Partial Least Squares – Structural Equation Modeling (PLS-SEM) method through the SmartPLS tool. All instruments have passed validity and reliability tests. The results show that relationship marketing has a positive and significant effect on repurchase intention (path coefficient = 0.372; p = 0.019), as does regulation (path coefficient = 0.377; p = 0.001) with a slightly larger effect. However, regulation is not proven to moderate the effect of relationship marketing on repurchase intention (path coefficient = -0.061; p = 0.386). These two variables work independently, not conditioning each other. These findings confirm that building trust, commitment, effective communication, and professional conflict management are relevant relationship strategies for driving customer loyalty in the technical services industry.
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DOI: https://dx.doi.org/10.30659/jrbi.v23i2.53024
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