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Abstract
Due to Covid-19 pandemic, sales and the number of visitors to Taco Casa Bali have decreased. In this changing situation, repurchase intention is very important for the continuity of the culinary business, so it is important to find out the factors that influence it. The research aimed to determine the effect of product quality and price in influencing customer satisfaction on customer repurchase intentions at Taco Casa Bali during Covid-19 pandemic. Although variables in this research are not new, there is still inconsistency in the findings and also this paper factors in Covid-19 pandemic situation. Sample size consisted of 97 respondents. Using Smart-PLS version 3.9, results showed that product quality does not affect the customer repurchase intention. Price and customer satisfaction affect the customer repurchase intention. Product quality and price affect customer satisfaction. Customer satisfaction does not act as a mediator for product quality and price on customer repurchase intention. Implications of practice for this paper are discussed in the end of section.
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Copyright (c) 2022 Putu Ema Werdiastuti, Agustiono Agustiono
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References
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- Amini, D. K., & Wiranatakusuma, D. B. (2020). The influence of service quality, price, corporate image, and location towards customer satisfaction on Autocare Universitas Muhammadiyah Yogyakarta. Journal of Economics Research and Social Sciences, 4(1), 30-43. https://doi.org/10.18196/jerss.040117.
- Arif, M. E. (2019). The influence of electronic word of mouth (eWOM), brand image, and price on re-purchase intention of airline customers. Jurnal Aplikasi Manajemen, 17(2), 345-356. https://doi.org/10.21776/ub.jam.2019.017.02.18.
- Atulkar, S. (2021). Service quality dimensions and repurchase intentions in online shopper: an Indian experience. International Journal of Productivity and Quality Management, 33(2), 180-197.
- Aydin, O., & Hasiloglu, S. B. (2017). Shy Customers Vs Non Shy Customers: Who Does Love More Online Shopping?. European Scientific Journal, ESJ, 13(12), 269-274.
- Bougie, R., Sekaran, U. (2019). Research Methods For Business: A Skill Building Approach. United Kingdom: Wiley.
- Cho, N. H., & Park, S. K. (2016). Influence of characteristics of products and situation on regret, dissatisfaction and repurchase intention after purchasing fashion goods. Journal of the Korean Society of Clothing and Textiles, 40(3), 409-426. https://doi.org/10.5850/JKSCT.2016.40.3.409.
- de Fatima Carvalho, H., de Sousa Saldanha, E., & Amaral, A. M. (2020). The mediation effects of customer satisfaction on the relations between product price, service quality and purchasing decision. Timor Leste Journal of Business and Management, 2, 14-26. https://doi.org/10.51703/bm.v2i2.18.
- Devi, A. A. D. T., & Yasa, N. N. K. (2021). The role of customer satisfaction in mediating the influence of service quality and perceived value on brand loyalty. International Research Journal of Management, IT and Social Sciences, 8(3), 315-328.
- Dwaikat, N. Y., Khalili, S. A., Hassis, S. M., & Mahmoud, H. S. (2019). Customer satisfaction impact on behavioral intentions: The case of pizza restaurants in Nablus City. Journal of Quality Assurance in Hospitality & Tourism, 20(6), 709-728. https://doi.org/10.1080/1528008X.2019.1616040.
- Fungai, M. (2017). Factors influencing customer repurchase intention in the fast food industry: A case study of Innscor-Mutare, Zimbabwe. Business & Social Sciences Journal, 2(1), 113-133. https://hdl.handle.net/10520/EJC-933d9635b.
- Gani, A., & Oroh, A. N. H. (2021). The effect of product quality, service quality and price on customer satisfaction at Loki Store. KnE Social Sciences, 116–128. https://doi.org/10.18502/kss.v5i5.8803.
- Girsang, N. M., Rini, E. S., & Gultom, P. (2020). The effect of brand image and product quality on re-purchase intention with customer satisfaction as intervening variables in consumers of skincare oriflame users–a study on students of North Sumatra University, Faculty of Economics and Business. European Journal of Management and Marketing Studies, 5(1), 40-57. https://doi.org/10.5281/zenodo.3627548.
- Grover, R., & Vriens, M. (2006). The Handbook of Marketing Research: Uses, Misuses, and Future Advances. United States: SAGE Publications.
- Gupta, N. (2020). An empirical model of satisfaction, trust, and repurchase intention in online shopping. Asian Journal of Management, 11(2), 167-173. http://dx.doi.org/10.5958/2321-5763.2020.00026.8.
- Hult, G. T. M., Hair, J. F., Sarstedt, M., & Ringle, C. M. (2016). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). United States: SAGE Publications.
- Indonesian writer (2020). Indonesian Taste: the Spicier, the Better! Retrieved by July 22, 2022 from http://report.licorice.pink/blog/mini-survey/indonesian-taste-the-spicier-the-better/
- Khoironi, T. A., Syah, H., & Dongoran, P. (2018). Product quality, brand image and pricing to improve satisfaction impact on customer loyalty. International Review of Management and Marketing, 8(3), 51-58.
- Lemeshow, S., Lemeshow, S., & Lwanga, S. K. (1991). Sample Size Determination in Health Studies: A Practical Manual. Germany: World Health Organization.
- Lesmana, R., Widodo, A. S., & Sunardi, N. (2020). The formation of customer loyalty from brand awareness and perceived quality through brand equity of Xiaomi smartphone users in South Tangerang. Jurnal Pemasaran Kompetitif, 4(1), 1-12. http://dx.doi.org/10.32493/jpkpk.v4i1.7211
- Limakrisna, N., & Ali, H. (2016). Model of customer satisfaction: Empirical study at fast food restaurants in Bandung. International Journal of Business and Commerce, 5(6), 132-146.
- McLeod, S. (n.d.). Maslow’s Hierarchy of Needs. Retrieved by July 22, 2022 from https://www.simplypsychology.org/maslow.html.
- Mngadi, A. (2012). The role of theory in research. In Teaching Research Methods in the Social Sciences (pp. 37–48). United Kingdom: Routledge. https://doi.org/10.4324/9781315213033-4
- Muhajir, M. V., & Indarwati, T. A. (2021). The effect of corporate social responsibility (CSR), food quality, and perceived value on repurchase intention through customer satisfaction as intervening variables in the pandemi Covid-19 era (Study on “Chatime” bubble drink products). Journal of Business and Behavioural Entrepreneurship, 5(1), 60–77. https://doi.org/10.21009/jobbe.005.1.04.
- Nykiel, R. A. (2007). Handbook of Marketing Research Methodologies for Hospitality and Tourism. United Kingdom: Routledge.
- Paais, M., & Pattiruhu, J. R. (2020). Effect of motivation, leadership, and organizational culture on satisfaction and employee performance. The Journal of Asian Finance, Economics and Business, 7(8), 577-588. https://doi.org/10.13106/jafeb.2020.vol7.no8.577.
- Petrescu, D. C., Vermeir, I., & Petrescu-Mag, R. M. (2020). Consumer understanding of food quality, healthiness, and environmental impact: A cross-national perspective. International Journal of Environmental Research and Public Health, 17(1), 169. https://doi.org/ 10.3390/ijerph17010169.
- Prasilowati, S. L., Suyanto, S., Safitri, J., & Warddani, M. K. (2021). The Impact of Service Quality on Customer Satisfaction: The Role of Price. Journal of Asian Finance, Economics and Business, 8(1), 451–455. https://doi.org/10.13106/jafeb.2021.vol8.no1.451.
- Ringle, C. M., Hair Jr., J. F., Hult, G. T. M., Ray, S., Danks, N. P., & Sarstedt, M. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook. Switzerland: Springer International Publishing.
- Rivai, J. (2021). The role of purchasing decisions mediating product quality, price perception, and brand image on customer satisfaction of Kopi Janji Jiwa. Journal of Business and Management Studies, 3(2), 31-42. https://doi.org/10.32996/jbms.2021.3.2.4.
- Samir, V. F., Sampurno, S., & Derriawan, D. (2021). The effect of product quality on customer’s satisfaction and loyalty of EMN brand in the e-commerce era. The International Journal of Business Review (The Jobs Review), 4(1), 1-14. https://doi.org/10.17509/tjr.v4i1.33378.
- Saputra, I., Lewangka, O., & Munir, A. R. (2020). The influence of product quality and promotion on repurchase Pertamax through consumer satisfaction in Makassar City. Hasanuddin Journal of Business Strategy, 2(2), 79-92. https://doi.org/10.26487/hjbs.v2i2.338.
- Sari, D. A. T., & Giantari, I. G. A. K. (2020). Role of consumer satisfaction in mediating effect of product quality on repurchase intention. International Research Journal of Management, IT and Social Sciences, 7(1), 217-226. https://doi.org/10.21744/irjmis.v7n1.839.
- Sarstedt, M., & Mooi, E. (2014). A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics. Germany: Springer Berlin Heidelberg.
- Susanto, T. W. P., Sudapet, I. N., Subagyo, H. D., & Suyono, J. (2021). The effect of service quality and price on customer satisfaction and repurchase intention (Case study at Crown Prince Hotel Surabaya). Quantitative Economics and Management Studies, 2(5), 288–297. https://doi.org/10.35877/454ri.qems325.
- Syed, H., Sudhakar, K. F., & Rahul, T. (2021). Antecedents of repurchase intentions in Indian e-commerce. International Journal of Business Information Systems, 38(2), 219-239.
- Then, N., & Johan, S. (2020). Effect of product quality, brand image, and brand trust on purchase intention of SK-II skincare products brand in Jakarta. Jurnal Manajemen Bisnis dan Kewirausahaan, 5(5), 530-535.
- Tuinesia, R., Sutanto, J. E., & Sondak, M. R. (2022). The influence of brand awareness and perceived quality on repurchase intention: Brand loyalty as intervening variable (Case study At Kopi Soe branch of Panakkukang Makassar). Business and Accounting Research (IJEBAR), 6(1), 581–589.
- Waluya, A. I., Iqbal, M. A., & Indradewa, R. (2019). How product quality, brand image, and customer satisfaction affect the purchase decisions of Indonesian automotive customers. International Journal of Services, Economics and Management, 10(2), 177-193. https://dx.doi.org/10.21744/irjmis.v8n3.1786.
- Wantara, P., & Tambrin, M. (2019). The effect of price and product quality towards customer satisfaction and customer loyalty on Madura Batik. International Tourism and Hospitality Journal, 2(1), 1–9.
- What is Restaurant (n.d.). Retrieved from https://fandbfood.com/what-is-restaurant/.
- Wibowo, Y. G., Wulandari, R. H., & Qomariah, N. (2021). Impact of price, product quality, and promotion on consumer satisfaction in cosmetics and skincare. Journal of Economics, Finance and Management Studies, 4(07), 978-986. https://doi.org/10.47191/jefms/v4-i7-11.
- Yuliantoro, N., Goeltom, V., Juliana, I. B., Pramono, R., & Purwanto, A. (2019). Repurchase intention and word of mouth factors in the millennial generation against various brands of Boba drinks during the Covid-19 pandemic. African Journal of Hospitality, Tourism and Leisure, 8(2), 1-11.
References
Al Amin, M., Arefin, M. S., Sultana, N., Islam, M. R., Jahan, I., & Akhtar, A. (2021). Evaluating the customers’ dining attitudes, e-satisfaction and continuance intention toward mobile food ordering apps (MFOAs): Evidence from Bangladesh. European Journal of Management and Business Economics, 30(2), 85-103. https://doi.org/10.1108/EJMBE-04-2020-0066.
Amini, D. K., & Wiranatakusuma, D. B. (2020). The influence of service quality, price, corporate image, and location towards customer satisfaction on Autocare Universitas Muhammadiyah Yogyakarta. Journal of Economics Research and Social Sciences, 4(1), 30-43. https://doi.org/10.18196/jerss.040117.
Arif, M. E. (2019). The influence of electronic word of mouth (eWOM), brand image, and price on re-purchase intention of airline customers. Jurnal Aplikasi Manajemen, 17(2), 345-356. https://doi.org/10.21776/ub.jam.2019.017.02.18.
Atulkar, S. (2021). Service quality dimensions and repurchase intentions in online shopper: an Indian experience. International Journal of Productivity and Quality Management, 33(2), 180-197.
Aydin, O., & Hasiloglu, S. B. (2017). Shy Customers Vs Non Shy Customers: Who Does Love More Online Shopping?. European Scientific Journal, ESJ, 13(12), 269-274.
Bougie, R., Sekaran, U. (2019). Research Methods For Business: A Skill Building Approach. United Kingdom: Wiley.
Cho, N. H., & Park, S. K. (2016). Influence of characteristics of products and situation on regret, dissatisfaction and repurchase intention after purchasing fashion goods. Journal of the Korean Society of Clothing and Textiles, 40(3), 409-426. https://doi.org/10.5850/JKSCT.2016.40.3.409.
de Fatima Carvalho, H., de Sousa Saldanha, E., & Amaral, A. M. (2020). The mediation effects of customer satisfaction on the relations between product price, service quality and purchasing decision. Timor Leste Journal of Business and Management, 2, 14-26. https://doi.org/10.51703/bm.v2i2.18.
Devi, A. A. D. T., & Yasa, N. N. K. (2021). The role of customer satisfaction in mediating the influence of service quality and perceived value on brand loyalty. International Research Journal of Management, IT and Social Sciences, 8(3), 315-328.
Dwaikat, N. Y., Khalili, S. A., Hassis, S. M., & Mahmoud, H. S. (2019). Customer satisfaction impact on behavioral intentions: The case of pizza restaurants in Nablus City. Journal of Quality Assurance in Hospitality & Tourism, 20(6), 709-728. https://doi.org/10.1080/1528008X.2019.1616040.
Fungai, M. (2017). Factors influencing customer repurchase intention in the fast food industry: A case study of Innscor-Mutare, Zimbabwe. Business & Social Sciences Journal, 2(1), 113-133. https://hdl.handle.net/10520/EJC-933d9635b.
Gani, A., & Oroh, A. N. H. (2021). The effect of product quality, service quality and price on customer satisfaction at Loki Store. KnE Social Sciences, 116–128. https://doi.org/10.18502/kss.v5i5.8803.
Girsang, N. M., Rini, E. S., & Gultom, P. (2020). The effect of brand image and product quality on re-purchase intention with customer satisfaction as intervening variables in consumers of skincare oriflame users–a study on students of North Sumatra University, Faculty of Economics and Business. European Journal of Management and Marketing Studies, 5(1), 40-57. https://doi.org/10.5281/zenodo.3627548.
Grover, R., & Vriens, M. (2006). The Handbook of Marketing Research: Uses, Misuses, and Future Advances. United States: SAGE Publications.
Gupta, N. (2020). An empirical model of satisfaction, trust, and repurchase intention in online shopping. Asian Journal of Management, 11(2), 167-173. http://dx.doi.org/10.5958/2321-5763.2020.00026.8.
Hult, G. T. M., Hair, J. F., Sarstedt, M., & Ringle, C. M. (2016). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). United States: SAGE Publications.
Indonesian writer (2020). Indonesian Taste: the Spicier, the Better! Retrieved by July 22, 2022 from http://report.licorice.pink/blog/mini-survey/indonesian-taste-the-spicier-the-better/
Khoironi, T. A., Syah, H., & Dongoran, P. (2018). Product quality, brand image and pricing to improve satisfaction impact on customer loyalty. International Review of Management and Marketing, 8(3), 51-58.
Lemeshow, S., Lemeshow, S., & Lwanga, S. K. (1991). Sample Size Determination in Health Studies: A Practical Manual. Germany: World Health Organization.
Lesmana, R., Widodo, A. S., & Sunardi, N. (2020). The formation of customer loyalty from brand awareness and perceived quality through brand equity of Xiaomi smartphone users in South Tangerang. Jurnal Pemasaran Kompetitif, 4(1), 1-12. http://dx.doi.org/10.32493/jpkpk.v4i1.7211
Limakrisna, N., & Ali, H. (2016). Model of customer satisfaction: Empirical study at fast food restaurants in Bandung. International Journal of Business and Commerce, 5(6), 132-146.
McLeod, S. (n.d.). Maslow’s Hierarchy of Needs. Retrieved by July 22, 2022 from https://www.simplypsychology.org/maslow.html.
Mngadi, A. (2012). The role of theory in research. In Teaching Research Methods in the Social Sciences (pp. 37–48). United Kingdom: Routledge. https://doi.org/10.4324/9781315213033-4
Muhajir, M. V., & Indarwati, T. A. (2021). The effect of corporate social responsibility (CSR), food quality, and perceived value on repurchase intention through customer satisfaction as intervening variables in the pandemi Covid-19 era (Study on “Chatime” bubble drink products). Journal of Business and Behavioural Entrepreneurship, 5(1), 60–77. https://doi.org/10.21009/jobbe.005.1.04.
Nykiel, R. A. (2007). Handbook of Marketing Research Methodologies for Hospitality and Tourism. United Kingdom: Routledge.
Paais, M., & Pattiruhu, J. R. (2020). Effect of motivation, leadership, and organizational culture on satisfaction and employee performance. The Journal of Asian Finance, Economics and Business, 7(8), 577-588. https://doi.org/10.13106/jafeb.2020.vol7.no8.577.
Petrescu, D. C., Vermeir, I., & Petrescu-Mag, R. M. (2020). Consumer understanding of food quality, healthiness, and environmental impact: A cross-national perspective. International Journal of Environmental Research and Public Health, 17(1), 169. https://doi.org/ 10.3390/ijerph17010169.
Prasilowati, S. L., Suyanto, S., Safitri, J., & Warddani, M. K. (2021). The Impact of Service Quality on Customer Satisfaction: The Role of Price. Journal of Asian Finance, Economics and Business, 8(1), 451–455. https://doi.org/10.13106/jafeb.2021.vol8.no1.451.
Ringle, C. M., Hair Jr., J. F., Hult, G. T. M., Ray, S., Danks, N. P., & Sarstedt, M. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook. Switzerland: Springer International Publishing.
Rivai, J. (2021). The role of purchasing decisions mediating product quality, price perception, and brand image on customer satisfaction of Kopi Janji Jiwa. Journal of Business and Management Studies, 3(2), 31-42. https://doi.org/10.32996/jbms.2021.3.2.4.
Samir, V. F., Sampurno, S., & Derriawan, D. (2021). The effect of product quality on customer’s satisfaction and loyalty of EMN brand in the e-commerce era. The International Journal of Business Review (The Jobs Review), 4(1), 1-14. https://doi.org/10.17509/tjr.v4i1.33378.
Saputra, I., Lewangka, O., & Munir, A. R. (2020). The influence of product quality and promotion on repurchase Pertamax through consumer satisfaction in Makassar City. Hasanuddin Journal of Business Strategy, 2(2), 79-92. https://doi.org/10.26487/hjbs.v2i2.338.
Sari, D. A. T., & Giantari, I. G. A. K. (2020). Role of consumer satisfaction in mediating effect of product quality on repurchase intention. International Research Journal of Management, IT and Social Sciences, 7(1), 217-226. https://doi.org/10.21744/irjmis.v7n1.839.
Sarstedt, M., & Mooi, E. (2014). A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics. Germany: Springer Berlin Heidelberg.
Susanto, T. W. P., Sudapet, I. N., Subagyo, H. D., & Suyono, J. (2021). The effect of service quality and price on customer satisfaction and repurchase intention (Case study at Crown Prince Hotel Surabaya). Quantitative Economics and Management Studies, 2(5), 288–297. https://doi.org/10.35877/454ri.qems325.
Syed, H., Sudhakar, K. F., & Rahul, T. (2021). Antecedents of repurchase intentions in Indian e-commerce. International Journal of Business Information Systems, 38(2), 219-239.
Then, N., & Johan, S. (2020). Effect of product quality, brand image, and brand trust on purchase intention of SK-II skincare products brand in Jakarta. Jurnal Manajemen Bisnis dan Kewirausahaan, 5(5), 530-535.
Tuinesia, R., Sutanto, J. E., & Sondak, M. R. (2022). The influence of brand awareness and perceived quality on repurchase intention: Brand loyalty as intervening variable (Case study At Kopi Soe branch of Panakkukang Makassar). Business and Accounting Research (IJEBAR), 6(1), 581–589.
Waluya, A. I., Iqbal, M. A., & Indradewa, R. (2019). How product quality, brand image, and customer satisfaction affect the purchase decisions of Indonesian automotive customers. International Journal of Services, Economics and Management, 10(2), 177-193. https://dx.doi.org/10.21744/irjmis.v8n3.1786.
Wantara, P., & Tambrin, M. (2019). The effect of price and product quality towards customer satisfaction and customer loyalty on Madura Batik. International Tourism and Hospitality Journal, 2(1), 1–9.
What is Restaurant (n.d.). Retrieved from https://fandbfood.com/what-is-restaurant/.
Wibowo, Y. G., Wulandari, R. H., & Qomariah, N. (2021). Impact of price, product quality, and promotion on consumer satisfaction in cosmetics and skincare. Journal of Economics, Finance and Management Studies, 4(07), 978-986. https://doi.org/10.47191/jefms/v4-i7-11.
Yuliantoro, N., Goeltom, V., Juliana, I. B., Pramono, R., & Purwanto, A. (2019). Repurchase intention and word of mouth factors in the millennial generation against various brands of Boba drinks during the Covid-19 pandemic. African Journal of Hospitality, Tourism and Leisure, 8(2), 1-11.