Pengaruh food quality dan price fairness terhadap repurchase intention dengan satisfaction sebagai variabel mediasi pada toko Sherly's Cake
(1)
(*) Corresponding Author
Abstract
Penelitian ini mengangkat objek penelitian Sherly’s Cake, yang bertujuan untuk meningkatkan brand awareness guna meningkatkan penjualan. Maka dari itu, peneliti ingin mengangkat variabel food quality, price fairness, satisfaction dan repurchase intention yang selanjutnya akan menjadi rekomendasi kepada owner Sherly’s Cake untuk diimplementasikan pada sosial media Sherly’s Cake guna meningkatkan brand awareness.
Untuk menguji hal tersebut, peneliti melakukan penelitian terhadap 140 responden , dan berhasil mendapatkan 120 responden yang memenuhi kriteria penelitian. Penelitian ini dikumpulkan melalui online dan offline survey yang menggunakan pendekatan kuantitatif dengan Partial Least Square untuk mengolah data yang terkumpul. Hasil penelitian membuktikan bahwa food quality berpengaruh positif terhadap satisfaction, food quality berpengaruh positif terhadap repurchase intention, price fairness berpengaruh positif terhadap satisfaction, price fairness berpengaruh negatif terhadap repurchase intention dan satisfaction berpengaruh positif terhadap repurchase intention.Keywords
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