The Mediation Role of Consumer Satisfaction on the Influence of Service Quality and Digital Marketing Strategy on Repurchase Decisions for Reading, Writing, and Counting (Calistung) Learning Guidance in North Kalimantan

Abstract

Service quality is a fundamental aspect that determines customer satisfaction and loyalty to a tutoring institution. In the context of non-formal educational services such as tutoring, service quality encompasses several important, interrelated dimensions (Hanin & Suyadi, 2020). One key dimension is the quality of the teaching staff, which is assessed not only by educational background and academic competence, but also by pedagogical skills, interpersonal communication, and patience in dealing with various student characteristics. Professional and inspiring teachers are able to create a pleasant learning environment and encourage students to be more active and confident in understanding the material. Furthermore, the comfort of the facilities is also an important supporting factor. This type of research uses a quantitative approach and a survey design. A quantitative research approach is used when the data obtained can be measured or other forms of data that can be measured and processed using statistical procedures. Regarding the type of research, there are three types of research based on the type of research problem: explanatory, descriptive, and causal. This study uses the explanatory type. Although service quality does not directly influence repurchase decisions, these findings confirm that service quality still plays a significant role in creating customer satisfaction. Therefore, management needs to maintain and improve service standards, such as the professionalism of teaching staff, a comfortable learning environment, effective communication with parents, and the provision of adequate supporting facilities. Consistent service quality will create long-term satisfaction that can encourage loyalty.