ANALYSIS OF SERVICE QUALITY ATTRIBUTES TOWARDS CUSTOMER REPURCHASE INTENTION IN CREATIVE WORKSHOPS FINAL PROJECT By Luthfia Ahdiani 19220073 BACHELOR OF ENTREPRENEURSHIP PROGRAM SCHOOL OF BUSINESS AND MANAGEMENT INSTITUT TEKNOLOGI BANDUNG 2023 i ANALYSIS OF SERVICE QUALITY ATTRIBUTES TOWARDS CUSTOMER REPURCHASE INTENTION IN CREATIVE WORKSHOPS LUTHFIA AHDIANI 19220073 Supervisor: Undergraduate Program School of Business and Management Bandung Institute of Technology, 2023 ABSTRACT EksplorAksi, in the competitive event industry, is confronted with the crucial task of enhancing service quality. Analysis of participant feedback reveals a decline in overall customer perception with EksplorAksi's current service quality, indicated by lower ratings, negative reviews, and reduced repeat participation. The decline in repeat participation result in weakened customer loyalty and a negative perception of EksplorAksi. Therefore, this research aims to identify the relationship between service quality dimensions (service tangibility, service empathy, service assurance, service responsiveness, and service reliability) with customer repurchase intention in the context of creative workshops. The primary focus of this research is EksplorAksi, a creative workshop organizer based in Bandung that aims to foster art creation among participants. The data collected from participants of EksplorAksi’s workshops (N / population = 214) were analyzed using the multiple linear regression (MLR) method. The results indicate a significant relationship between all service quality dimensions and customer repurchase intention, suggesting that higher levels of service quality lead to higher customer repurchase intention of creative workshops. The research findings offer recommendations for EksplorAksi and other creative workshop organizers to improve customer repurchase intention by focusing on tangible and intangible elements. The specific sample size and context of EksplorAksi’s participants may restrict the generalizability of the findings to other service industries. Future research should consider examining the impact of new technologies to improve service quality in creative workshops and broadening the scope to other service types and samples. Ultimately, this research contributes to the field by identifying the service quality attributes of creative workshops that significantly influence customer repurchase intention. Keywords: Creative workshops; service quality; customer repurchase intention; EksplorAksi ii ANALISIS ATRIBUT KUALITAS LAYANAN TERHADAP NIAT PEMBELIAN ULANG PELANGGAN DALAM LOKAKARYA KREATIF LUTHFIA AHDIANI 19220073 Supervisor: Undergraduate Program School of Business and Management Bandung Institute of Technology, 2023 ABSTRAK Dalam industri manajemen acara yang kompetitif, EksplorAksi dihadapkan pada peran penting untuk meningkatkan kualitas layanan lokakarya. Analisis umpan balik peserta lokakarya mengungkapkan penurunan persepsi pelanggan secara keseluruhan terhadap kualitas layanan EksplorAksi saat ini, ditandai dengan penilaian skala layanan yang menurun, banyaknya ulasan negatif, dan berkurangnya partisipasi ulang. Penurunan partisipasi ulang mengakibatkan melemahnya loyalitas pelanggan dan persepsi negatif terhadap EksplorAksi. Oleh karena itu, penelitian ini bertujuan untuk mengidentifikasi hubungan antara dimensi kualitas layanan (tangibility, empathy, assurance, responsibility, dan reliability) dengan niat pembelian ulang pelanggan dalam konteks lokakarya kreatif. Fokus utama dari penelitian ini adalah EksplorAksi, sebuah penyelenggara lokakarya kreatif berbasis di Bandung yang bertujuan untuk memfasilitasi kreasi seni di antara para peserta. Data yang dikumpulkan dari peserta lokakarya EksplorAksi (N / populasi = 214) dianalisis menggunakan metode regresi linear berganda (MLR). Hasil penelitian menunjukkan hubungan signifikan antara semua dimensi kualitas layanan dan niat pembelian ulang pelanggan, mengindikasikan bahwa tingkat kualitas layanan yang lebih tinggi akan mengarah pada niat pembelian ulang pelanggan yang lebih tinggi terhadap lokakarya kreatif. Penelitian ini menawarkan rekomendasi bagi EksplorAksi dan penyelenggara lokakarya kreatif lainnya untuk meningkatkan niat pembelian ulang pelanggan dengan fokus pada elemen-elemen berwujud dan tidak berwujud. Ukuran sampel yang spesifik dan konteks peserta EksplorAksi mungkin membatasi generalisasi hasil temuan penelitian ini ke industri layanan lainnya.