Investigating the Factors that Influence Repurchase Intention through Customer Satisfaction during COVID-19 Pandemic in Indonesia

Authors

  • Indira Golda Sinurat Master of Management, Graduate School, Universitas Sumatera Utara, Medan Baru, Kota Medan, Sumatera Utara, Indonesia
  • Sukaria Sinulingga Master of Management, Graduate School, Universitas Sumatera Utara, Medan Baru, Kota Medan, Sumatera Utara, Indonesia
  • Syafrizal Helmi Situmorang Master of Management, Graduate School, Universitas Sumatera Utara, Medan Baru, Kota Medan, Sumatera Utara, Indonesia

DOI:

https://doi.org/10.56225/ijfeb.v2i2.209

Keywords:

marketing mix, service quality, customer satisfaction, repurchase intention, COVID-19 pandemic

Abstract

The COVID-19 virus has interrupted economic activities, including buying and selling; even some branded shops, supermarkets, and small shops in Indonesia had to close amid the COVID-19 pandemic. The food and beverage industry, such as Kentucky Fried Chicken (KFC), still buys and sells during the COVID-19 pandemic. Thus, this study investigates the factors influencing repurchase intention through customer satisfaction during the COVID-19 Pandemic in Indonesia at KFC Sei Semayang, Medan Binjai City, Indonesia. This study uses a quantitative approach from respondents' responses with a questionnaire as an analytical tool. This study used SEM (Structured Equation Model) analysis and was processed through the Smart-PLS 4.0 program. The sample in this study was 100 respondents who had purchased KFC in Sei Semayang. The findings revealed a positive relationship between the marketing mix and service quality, a significant effect on customer satisfaction, a positive relationship between the marketing mix and service quality, a significant effect on repurchase intention, and a positive relationship between the marketing mix and satisfaction. These findings show that KFC in Sei Semayang consider a few elements that can increase customer satisfaction and encourage them to keep buying KFC products. In this study, the dominant factor from the physical appearance aspect is the health protocol carried out during the pandemic, the reliability aspect is the presentation of clean and hygienic food, the taste aspect is a varied menu variation, the attention aspect is top of mind KFC products, the price aspect is the affordability of KFC products, and on the responsive aspect, food is prepared quickly.

References

Al Amin, M., Arefin, M. S., Alam, M. R., Ahammad, T., & Hoque, M. R. (2021). Using mobile food delivery applications during COVID-19 pandemic: An extended model of planned behavior. Journal of Food Products Marketing, 27(2), 105–126. https://doi.org/10.3390/su132112066

Alhelalat, J., Habiballah, M., & Twaissi, N. (2017). The impact of personal and functional aspects of restaurant employee service behaviour on customer satisfaction. International Journal of Hospitality Management, 66, 46–53. https://doi.org/10.1016/j.ijhm.2017.07.001

Ali, F., Kim, W., Li, J., & Jeon, H.-M. (2016). Make it delightful: Customers' experience, satisfaction and loyalty in Malaysian theme parks. Journal of Destination Marketing & Management, 7. https://doi.org/10.1016/j.jdmm.2016.05.003

Alstete, J. W., & Meyer, J. P. (2011). Expanding the model of competitive business strategy for knowledge-based organizations. International Journal of Knowledge-Based Organizations, 1(4), 16–31. https://doi.org/10.4018/ijkbo.2011100102

Ashraf, M., Niazi, A., & Zafar, U. (2018). Impact Of Brand Image, Service Quality And Trust On Customer Loyalty, Moderating Effect Of Perceived Price Fairness And Mediating Effect Of Customer Satisfaction: Case Study on Telecommunication Sector of Pakistan. SSRN Electronic Journal, 2456–4559. https://doi.org/10.2139/ssrn.3235566

Aymar, R., & Massey, E. (2019). Customers satisfaction and brand loyalty at McDonalds Maroc. African Journal of Marketing Management, 11, 21–34. https://doi.org/10.5897/AJMM2019.0599

Guinto, A., & Alcantara, A. (2022). The Kentucky Fried Chicken Integrated Marketing Communications Mix Strategy and Its Sales Revenue, Profitability, and Market Share. International Journal of Multidisciplinary: Applied Business and Education Research, 3, 710–716. https://doi.org/10.11594/ijmaber.03.04.20

Hair Jr, J. F., Sarstedt, M., Ringle, C. M., & Gudergan, S. P. (2017). Advanced issues in partial least squares structural equation modeling. SAGe publications.

Khair, H., Tirtayasa, S., & Trisna, F. (2022). Effect Of Service Quality On Consumer Satisfaction Moderated By Government Policy During The Covid 19 Pandemic. International Journal of Science, Technology & Management, 3, 1314–1320. https://doi.org/10.46729/ijstm.v3i5.634

Kotler, P., & Armstrong, G. M. (2010). Principles of marketing. Prentice Hall.

Kotler, P., Keller, Manceau, & Hemonnet-Goujot, A. (2015). Marketing Management 15th. In Décisions Marketing (Vol. 83).

Memon, M. A., Cheah, J.-H., Ramayah, T., Ting, H., Chuah, F., & Cham, T. H. (2019). Moderation analysis: issues and guidelines. Journal of Applied Structural Equation Modeling, 3(1), 1–11. https://doi.org/10.47263/jasem.3(1)01

Peter, J. P., & Olson, J. C. (1983). Is science marketing? Journal of Marketing, 47(4), 111–125.

Peter, J. P., Olson, J. C., & Grunert, K. G. (1999). Consumer behavior and marketing strategy (9th ed.). McGraw-hill London.

Rigdon, E. E. (2016). Choosing PLS path modeling as analytical method in European management research: A realist perspective. European Management Journal, 34(6), 598–605. https://doi.org/10.1016/j.emj.2016.05.006

Ringle, C., Da Silva, D., & Bido, D. (2015). Structural equation modeling with the SmartPLS. Bido, D., Da Silva, D., & Ringle, C.(2014). Structural Equation Modeling with the Smartpls. Brazilian Journal Of Marketing, 13(2).

Sugiyono. (2018). Metode Penelitian Kuantitatif Kualitatif dan R&D. Alfabeta.

Sugiyono, P. D. (2017). Metode penelitian bisnis: pendekatan kuantitatif, kualitatif, kombinasi, dan R&D. Penerbit CV. Alfabeta.

Wang, J., Alstete, J., & Meyer, J. (2013). Expanding the Model of Competitive Business Strategy for Knowledge-Based Organizations (pp. 132–148). https://doi.org/10.4018/978-1-4666-1873-2.ch008

Wansink, B. (2015). Change Their Choice! Changing Behavior Using the CAN Approach and Activism Research. Psychology & Marketing, 32. https://doi.org/10.1002/mar.20794

Wijayajaya, H., & Astuti, S. (2018). The Effect of Trust and Brand Image to Repurchase Intention in Online Shopping. KnE Social Sciences, 3, 915. https://doi.org/10.18502/kss.v3i10.3182

Downloads

Published

2023-06-30

How to Cite

Sinurat, I. G., Sinulingga, S., & Situmorang, S. H. (2023). Investigating the Factors that Influence Repurchase Intention through Customer Satisfaction during COVID-19 Pandemic in Indonesia. International Journal of Finance, Economics and Business, 2(2), 117–127. https://doi.org/10.56225/ijfeb.v2i2.209

Issue

Section

Articles
Abstract viewed = 218 times