ABSTRACT
At this time, the number of vehicles in Indonesia each year increased rapidly, causing the vehicle fuel consumption to be high. This high market conditions led the gas station’s company continue to develop competitive advantages to other gas station’s companies. the purpose of this study was to determine the factors that may affect the repurchase intention and the level of customer satisfaction in Shell Indonesia’s gas station. This research is catogorized as survey research with descriptive analysis method by taking sample and using questionnaire as the main data. The sample of this research are the driver of motorcycle and car who have been buying fuel in Shell’s gas station. The respondents are chosen by nonprobability sampling and convinience sampling. The result of analysis is using Structural Equation Modeling (SEM) and its result would be summarized as below: 1). Perceived Service Quality has a positive effect on Customer Satisfaction. 2). Perceived Product Quality has a positive effect on Customer Satisfaction. 3). Perceived Price Fairness has a positive effect on Customer Satisfaction. 4). Customer Satisfaction has a positive effect on Repurchase Intention.

Keywords: Perceived Service Quality, Percieved Product Quality, Perceived Price Fairness, Customer Satisfaction, and Repurchase Intention.