Laksana, Laura
(2018)
The effect of service quality, food quality, and price value ratio on repurchase intention through customer satisfaction Burger King Supermall Karawaci.
Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Fast-food restaurants has been expanding rapidly and facing tighter competition in serving company-wise similar food. Service quality and food quality are the most commonly used variables in food service industry. Furthermore, price-value-ratio is one of the considerations of doing repurchase. Although, the variable does not have much empirical studies yet on behalf on this industry. Taking the research object of Burger King Supermall Karawaci, this research aims to fulfil the gap missing due to lack of study in price-value ratio. This study replicates an existing model that studied the variables that could affect repurchase intention in fast food restaurant. The variables are; service quality, food quality, price-value ratio, customer satisfaction and repurchase intention. The dependent variable for this research is repurchase intention. Whereas the independent variables are food quality, service quality and price-value ratio. Between the independent and dependent variable, there is an intervening variable, customer satisfaction. This research adopted a quantitative approach with data collection method of non- probability sampling through mixed of electronic and personally distributed questionnaire. Respondent criteria are those that have visited Burger King Supermall Karawaci at least once on the past 1 year. Before the actual test is conducted, pilot test of 34 respondent is collected to measure the reliability and validity of indicators. The actual test used data from 182 respondent, tested for reliability and validity before proceeding to hypothesis testing. This research used the method of PLS-SEM in conducting hypothesis testing of variables. In this research, it is found that service quality and food quality have a significant positive relationship with customer satisfaction, while price-value ratio has no significant positive relationship with customer satisfaction. Customer satisfaction has a significant positive relationship with repurchase intention. And service quality has no significant positive relationship with repurchase intention.
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