THE EFFECT OF SERVICE QUALITY AND CUSTOMER SATISFACTION TOWARD INDONESIAN FAST-FOOD RESTAURANT REPURCHASE INTENTION IN GREATER JAKARTA

Abstract

Purpose Indonesian fast-food restaurants are a fast growing industry in Indonesia. The purpose of this study was to see how Service Quality and Customer Satisfaction affected customers’ Repurchase Intention at Indonesian fast-food restaurants in Greater Jakarta. Design/methodology/approach This study used a quantitative approach by distributing questionnaires through Google Form, which included two screening questions and 28 questions, and receives 200 responses in the Greater Jakarta. Findings The research found that responsiveness and tangibles have significant influence toward customer satisfaction. Furthermore, customer satisfaction as a mediating variable also has significant toward repurchase intention. Meanwhile, there’s no significant influence either assurance, empathy, and reliability towards customer satisfaction. Originality/value The researcher believes that the framework of this study is the first to be applied in the Indonesian fast-food restaurant industry in Greater Jakarta.