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This study investigates how service quality, product quality, and brand image influence repurchase intention through customer satisfaction mediation at Arunika Restaurant in Palembang's competitive F&B market with over 1,400 establishments. Using quantitative methodology, data were collected from 300 respondents via structured questionnaires and analyzed using PLS-SEM. Results show that service quality (t = 6.106, p < 0.001) and product quality (t = 6.970, p < 0.001) significantly influence customer satisfaction, while brand image shows no significant effect (t = 0.070, p = 0.472). Similarly, service quality (t = 8.848, p < 0.001) and product quality (t = 5.356, p < 0.001) directly impact repurchase intention, whereas brand image does not (t = 0.917, p = 0.180). Customer satisfaction mediates the relationship between service/product quality and repurchase intention but not brand image. The model explains 47.0% of customer satisfaction variance and 58.2% of repurchase intention variance, suggesting operational excellence outweighs brand perception in driving customer loyalty in competitive, homogeneous markets.

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Examining Repurchase Intention Through Service Quality, Product Quality, and Brand Image: The Mediating Role of Customer Satisfaction at Arunika Restaurant Palembang

  • 章节

  • 发表日期：

    2026年

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  • Noorharsy Imanullah,
  • Indrawati

摘要

This study investigates how service quality, product quality, and brand image influence repurchase intention through customer satisfaction mediation at Arunika Restaurant in Palembang's competitive F&B market with over 1,400 establishments. Using quantitative methodology, data were collected from 300 respondents via structured questionnaires and analyzed using PLS-SEM. Results show that service quality (t = 6.106, p < 0.001) and product quality (t = 6.970, p < 0.001) significantly influence customer satisfaction, while brand image shows no significant effect (t = 0.070, p = 0.472). Similarly, service quality (t = 8.848, p < 0.001) and product quality (t = 5.356, p < 0.001) directly impact repurchase intention, whereas brand image does not (t = 0.917, p = 0.180). Customer satisfaction mediates the relationship between service/product quality and repurchase intention but not brand image. The model explains 47.0% of customer satisfaction variance and 58.2% of repurchase intention variance, suggesting operational excellence outweighs brand perception in driving customer loyalty in competitive, homogeneous markets.