THE IMPACT OF INNOVATION, CONSUMER BEHAVIOUR CHANGES, AND THE COVID-19 PANDEMIC ON REPURCHASE INTENTION: THE MEDIATING ROLE OF CUSTOMER SATISFACTION IN WARUNK UPNORMAL

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.