Abstract:
This study explores the profound impact of the COVID-19 pandemic on the
restaurant industry, with a focus on Warunk Upnormal, a prominent player in the
food and beverage sector. By examining innovation, shifts in consumer behavior,
and their influence on repurchase intention, it highlights the critical role of customer
satisfaction as a mediator. Data from 128 Warunk Upnormal patrons across
Indonesia, collected through an online survey, is analyzed using PLS-SEM (Partial
Least Square Structural Equation Modelling) with SmartPLS 4.0.9.6. The results
show significant positive direct effects of most independent variables on repurchase
intention. Importantly, both innovation and the pandemic significantly affect
repurchase intention through customer satisfaction. However, changes in consumer
behavior do not have a statistically significant impact on repurchase intention
through customer satisfaction. These findings offer practical insights and
recommendations for businesses, industry stakeholders, and policymakers.
Leveraging innovation to adapt to evolving consumer trends is crucial for
enhancing customer satisfaction and loyalty. The study also underscores the
importance of robust pandemic preparedness plans and suggests refining marketing
strategies based on changing consumer behavior and preferences.
