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All Journal Konfrontasi: Jurnal Kultural, Ekonomi dan Perubahan Sosial
Citra Faathir Widiana
Management Study Program, Faculty of Economics and Business, Universitas Muhammadiyah Cirebon, Cirebon, Indonesia
Humanities Economics, Econometrics & Finance Social Sciences

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The Effects of Menu Variety and Service Quality on Repurchase Intention through Customer Satisfaction Rizkyana Amalia; Badawi; Citra Faathir Widiana
Konfrontasi: Jurnal Kultural, Ekonomi dan Perubahan Sosial Vol 13 No 4 (2026): Konfrontasi, December
Publisher : Budapest International Research and Critics University

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Abstract

This study analyzes the effects of menu variety and service quality on repurchase intention, with customer satisfaction as a mediating variable, at Kisamen NoodleBar in Cirebon. The study employed an explanatory quantitative design. The population comprised 6,036 customers between September 2025 and February 2026, while a sample of 98 respondents was determined using the Slovin formula, with data collected through Likert-scale questionnaires. Data were analyzed using multiple linear regression, path analysis, t-tests, an F-test, and Sobel tests in IBM SPSS Statistics 31. The results show that menu variety had a positive and significant effect on customer satisfaction (t=5.503; p<0.001), service quality had a positive and significant effect on customer satisfaction (t=9.092; p<0.001), and customer satisfaction had a positive and significant effect on repurchase intention (t=9.126; p<0.001). Customer satisfaction did not mediate the effect of menu variety on repurchase intention (z=1.18), but it mediated the effect of service quality on repurchase intention (z=4.18). The models explained 47.1% of the variation in customer satisfaction and 50.7% of the variation in repurchase intention. The findings emphasize that service improvements create a stronger repurchase pathway through satisfaction, whereas menu variety needs to be accompanied by relevant and consistent differentiation to produce an indirect effect.
Co-Authors Badawi Rizkyana Amalia