Pengaruh Product Quality dan Service Quality terhadap Repurchase Intention yang Dimediasi oleh Customer Satisfaction pada Lazuna Chicken

Abstract

This study aims to determine the effect of product quality and service quality on repurchase intention, mediated by customer satisfaction among Lazuna Chicken consumers. In an increasingly competitive business environment, retaining loyal customers is crucial for business continuity, especially in the fast-food industry such as Lazuna Chicken. This research uses a descriptive quantitative approach to analyze the relationships between the studied variables. The population in this study includes all Lazuna Chicken customers, although the exact number is unknown. Therefore, the researcher used a purposive sampling method to select respondents who met specific criteria. The sample consisted of 180 respondents, determined using Hair’s formula, which is commonly applied in SEM-PLS research. Data were collected through questionnaires containing structured questions regarding customer perceptions of product quality, service quality, satisfaction, and repurchase intention. The data were then analyzed using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) version 4.00 application to test the relationships between variables. The results of the study indicate that: (1) Product quality has a positive and significant effect on repurchase intention; (2) Service quality has a positive and significant effect on repurchase intention; (3) Customer satisfaction has a positive and significant effect on repurchase intention; (4) Product quality also has a positive and significant effect on customer satisfaction; (5) Service quality has a positive and significant effect on customer satisfaction; (6) Customer satisfaction is able to mediate the relationship between product quality and repurchase intention; (7) Customer satisfaction also mediates the relationship between service quality and repurchase intention. These findings highlight the importance for companies to maintain and improve both product and service quality in order to enhance customer satisfaction, which in turn will encourage sustainable repurchase intentions.