Indonesia’s car body industry primarily serves B2B customers such as logistics companies, manufacturers, distributors, and government agencies. Purchasing decisions in this market tend to be rational and risk-averse. Buyers prioritize durability, precision, delivery time, and the credibility of the manufacturer over promotional appeal.
PT Sumber Karya Abadi illustrates these dynamics. Sales data from 2022 to 2024 showed fluctuating demand for its iron box products, despite the company’s established reputation for structural strength. Interviews with internal stakeholders and customers pointed to several challenges: inconsistent finishing quality, door precision issues, welding consistency, and intense competition from rivals offering lower prices or more modern designs. These factors raised concerns about customer satisfaction and the likelihood of repeat purchases.
The study used a quantitative, survey-based approach to capture real customer perceptions. Data were collected from 120 respondents who had purchased iron box products from PT Sumber Karya Abadi within the previous year. Respondents represented sectors such as manufacturing, trade, transportation, logistics, and construction, reflecting the typical customer base of car body manufacturers.
Participants completed an online questionnaire designed to measure four key variables: product quality, company image, price perception, and repurchase intention. The data were analyzed using multiple regression analysis to determine how strongly each factor influenced the decision to buy again.
The analytical results showed a high explanatory power. Product quality, company image, and price together accounted for 81 percent of the variation in customers’ repurchase intention, indicating that these three factors dominate decision-making in this context.
The research highlights three clear conclusions that are easy to translate into business practice:
- Product quality positively influences repeat purchases. Customers are more likely to buy again when iron box products are reliable, durable, and function as expected in daily logistics operations.
- Company image is the strongest driver of repurchase intention. Trust, reputation, and perceived professionalism of the manufacturer play a decisive role in encouraging long-term relationships.
- Price matters when it is perceived as fair and proportional. Customers focus less on the lowest price and more on whether the price aligns with quality and long-term operational value.
Each of these factors was found to have a statistically significant and positive effect on repurchase intention, confirming that loyalty in the car body industry is built on a balance of performance, trust, and value.
For car body manufacturers, the findings underscore the importance of integrated strategy. Improving product quality alone is not enough without consistent brand management and fair pricing policies. Manufacturers that invest in quality control, customer communication, and reputation management are better positioned to secure long-term contracts and repeat orders.
For policymakers and industry associations, the study highlights the need to support quality standards and professional practices within the automotive manufacturing sector. Strengthening these areas can improve overall industry competitiveness and reliability, benefiting logistics efficiency at a national level.
Author Profile
Tiffanny Yesaldilla Putri, S.E. is a researcher in marketing and consumer behavior at the Faculty of Economics and Business, Universitas Negeri Surabaya.
Her academic work focuses on product quality, corporate image, pricing strategy, and repurchase intention in manufacturing and B2B markets.
Sources
Putri, Tiffanny Yesaldilla. The Influence of Product Quality, Company Image, and Price on the Intention to Repurchase Iron Box Products at Karoseri PT. Sumber Karya Abadi. Formosa Journal of Applied Sciences, Vol. 5 No. 1, hlm. 481-496. 2026
DOI: https://doi.org/10.55927/fjas.v5i1.566
URL: https://srhformosapublisher.org/index.php/fjas
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