PENGARUH BEHAVIOUR INTENTION TERHADAP REPURCHASE INTENTION DENGAN CUSTOMER SATISFACTION SEBAGAI MODERATING DE MANDAILING CAFE MANYAR

Karina Budianto(1*),


(1) 
(*) Corresponding Author

Abstract


Di era modern dan ketatnya persaingan industri kuliner saat ini, konsumen tidak hanya mencari cita rasa makanan yang enak, tetapi juga mementingkan suasana kafe yang nyaman, unik dan service yang memuaskan. Tingginya persaingan dalam bisnis kuliner mendorong para pengusaha untuk secara tidak langsung menawarkan konsep dan inovasi baru yang berbeda untuk mampu menarik minat konsumen melakukan pembelian ulang pada perusahaan. Penelitian ini bertujuan untuk mengetahui Pengaruh Behaviour Intention Terhadap Repurchase Intention Dengan Customer Satisfaction Sebagai Moderating De Mandailing Cafe Manyar. Penelitian ini dilaksanakan dengan menyebarkan kuisioner kepada 100 responden yang merupakan konsumen De Mandailing Cafe. Hasil penelitian menunjukkan bahwa Customer Satisfaction memiliki pengaruh yang positif terhadap Repurchase Intention dan Behaviour Intention. Teknik analisa dalam penelitian ini menggunakan teknik analisis kuantitatif dengan metode path analysis.

Keywords


Behaviour Intention; Repurchase Intention; Customer Satisfaction

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