The Influence of Food Quality and Price Fairness on Customer Satisfaction and Repurchase Intention at Manangkabau Satay Restaurant in Padang, Indonesia

Abstract

This study aims to determine "The effect of Food Quality and Price Fairness on Customer Satisfaction and Repurchase Intention of Customer at satay restaurant in Padang City". The survey technique was applied to 125 satay customers in Padang, West Sumatra, indonesia. Research instrument were adapted from previous studies. The data of this study were analyzed by using structural equation modelling (SEM) technique with  Smart Partial Least Square (SmartPLS 3.0) application. The results of this study indicate that Food Quality has significant effect to customer satisfaction and repurchase intention. In addition,  Price Fairness also has significant effect to repurchase intention. Meanwhile, Price Fairness does not have significant effect to customer satisfaction. Furthermore, Customer Satisfaction has significant effect to repurchase intention.

Keywords: Food Quality, Price Fairness, Consumer Satisfaction, Repurchase Intention

DOI: 10.7176/EJBM/13-14-08

Publication date:July 31^st 2021