Relationships of Brand Image, Product Quality, Price, and Service Quality with Customer Satisfaction and Repeat Purchase Intention: Evidence from RON 92 Fuel Buyers in Jakarta

This study examines the associations of brand image, product quality, price, and service quality with customer satisfaction and repeat purchase intention among consumers of Research Octane Number (RON) 92 fuel in Jakarta. A cross-sectional quantitative survey was conducted with 220 respondents selected through purposive sampling. Data were collected through an online questionnaire and analysed using SPSS and AMOS 29 with Structural Equation Modelling (SEM). The reported standardised path coefficients were positive for brand image to customer satisfaction (β = .310), product quality to customer satisfaction (β = .281), price to customer satisfaction (β = .355), service quality to customer satisfaction (β = .381), and customer satisfaction to repeat purchase intention (β = .693); all corresponding AMOS critical-ratio tests were statistically significant at p < .001. Bootstrapped indirect effects through customer satisfaction were also positive and statistically significant for brand image (β = .215, 95% CI [.070, .388]), product quality (β = .194, 95% CI [.056, .365]), price (β = .246, 95% CI [.122, .395]), and service quality (β = .264, 95% CI [.107, .474]). The findings are consistent with customer satisfaction functioning as an important statistical intermediary between consumers' evaluations of fuel brands and their repeat purchase intentions. Because the design is cross-sectional and uses purposive self-report data, the results should be interpreted as associations rather than causal effects. The study provides context-specific evidence for marketing and service management in the Jakarta RON 92 fuel market.