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All Journal Jurnal Humanitas: Katalisator Perubahan dan Inovator Pendidikan
Wisnu Iskandar
Sekolah Tinggi Pariwisata ARS Internasional

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Pengaruh Brand Awareness dan Customer Satisfaction terhadap Repurchase Intention pada Restoran Tradisional di Kota Bandung Wisnu Iskandar; Faizal Hamzah
Jurnal Humanitas: Katalisator Perubahan dan Inovator Pendidikan Vol 12 No 3 (2026): September
Publisher : Universitas Hamzanwadi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29408/jhm.v12i3.36024

Abstract

The traditional culinary industry is facing increasingly intense competition, requiring restaurant businesses not only to attract new customers but also to retain existing ones by encouraging repurchase intention. In this context, brand awareness and customer satisfaction are widely recognized as key factors influencing consumers' decisions to revisit and repurchase. This study aims to examine the effects of brand awareness and customer satisfaction on repurchase intention among customers of traditional restaurants in Bandung, Indonesia. A quantitative explanatory research design was employed. Data were collected through a structured questionnaire distributed to 100 respondents selected using purposive sampling. The respondents were customers who had previously visited and purchased food from one of five well-established traditional restaurants in Bandung, namely Warung Nasi Bu Oo, Warung Nasi Rencong, Warung Makan Ayam Bakar dan Goreng Simpang Siliwangi Baleendah, Dapur Wiwi Ciparay, and Warung Nasi Ibu Imas. The collected data were analyzed using multiple linear regression with IBM SPSS Statistics. The findings reveal that both brand awareness and customer satisfaction have positive and significant effects on repurchase intention, both individually and simultaneously. Furthermore, brand awareness demonstrates a stronger influence on repurchase intention than customer satisfaction. These findings suggest that strengthening brand identity while continuously improving customer satisfaction through high-quality products, excellent service, and positive dining experiences is essential for enhancing customers' repurchase intention and sustaining the competitiveness of traditional restaurants in an increasingly dynamic culinary market.
Co-Authors Faizal Hamzah