Analysis of Service Quality and Consumer Satisfaction on Repurchase Decisions (Case Study of Cheese Cuit in Subang City)

Abstract

This study examines the effect of service quality on customer satisfaction and its impact on repurchase decisions at Cheese Cuit in Subang City, considering the increasing competition in the culinary industry where maintaining service quality is essential for customer satisfaction and business sustainability. Using a quantitative approach with a survey method, data were collected through questionnaires distributed to 90 respondents who had purchased Cheese Cuit products, with purposive sampling as the sampling technique and multiple linear regression analysis for data processing. The results reveal that service quality has a positive and significant effect on customer satisfaction, while customer satisfaction also positively and significantly influences repurchase decisions. In addition, service quality indirectly affects repurchase decisions through customer satisfaction as an intervening variable. These findings indicate that improving service quality can enhance customer satisfaction and encourage repeat purchases, providing practical insights for culinary businesses to develop effective and sustainable marketing strategies by prioritizing service quality and customer satisfaction