Pengaruh Revisit Intention yang dimediasi oleh Satisfaction Terhadap Fastfood di Sanctuary Batam
Abstract
Penelitian ini dilakukan untuk menilai bagaimana respon pelaku usaha makanan dan minuman khususnya dalam beberapa tahun terakhir menyebabkan meningkatnya persaingan bisnis di bidang kuliner, salah satunya adalah restoran Fast Food, sebuah bisnis komersial yang menyediakan jasa makanan dan minuman. Banyak hal yang menjadi dasar untuk menilai kenyamanan dan pelayanan yang ditawarkan oleh pemilik restoran cepat saji. Penelitian ini menggunakan pengujian hipotesis. Jenis penelitian ini adalah eksperimen kuantitatif, dengan memberikan kuesioner kepada 388 responden. Penelitian ini dilakukan di kawasan Sanctuary pulau Batam, Indonesia. Analisis data menggunakan software SPSS dan PLS.3.29 menggunakan metode analisis Multivariate Structural Equation Model (SEM). Melalui penelitian ini menunjukkan: Pengaruh Food, Service, Convenience, Price Value terhadap niat berkunjung kembali adalah positif dan signifikan. Pengaruh Pelayanan, Kenyamanan, terhadap niat berkunjung kembali yang dimediasi oleh kepuasan adalah positif dan signifikan. Implikasi teoritis: kepuasan sebagai mediasi Food, Service, Convenience, Price Value mampu meningkatkan niat berkunjung kembali, dengan meningkatkan kepuasan melalui peningkatan dimensinya akan berpotensi meningkatkan niat berkunjung kembali restoran cepat saji di kawasan Batam Sanctuary.
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