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All Journal Dinamika Akuntansi Keuangan dan Perbankan Jurnal Bisnis dan Ekonomi Al-Kharaj: Journal of Islamic Economic and Business BERNAS: Jurnal Pengabdian Kepada Masyarakat NUSANTARA: Jurnal Pengabdian Kepada Masyarakat Jurnal Ilmiah Ekonomika & Sains Jurnal Pengabdian Kepada Masyarakat Jejak: Jurnal Ekonomi dan Kebijakan
Bogy Febriatmoko
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Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Library & Information Science Mathematics Neuroscience Nursing Public Health Social Sciences Veterinary Other

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The Effect of Brand Awareness And Service Quality on Repurchase Intention Through Customer Satisfaction of Mcdonald's Consumers in Semarang Steven Adibroto Nainggolan; Bogy Febriatmoko
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 1 (2026): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i1.9651

Abstract

The rapid growth of the fast-food restaurant industry in Indonesia demands effective strategies to maintain consumer loyalty, especially in the face of intense competition and shifting consumer preferences. This study aims to analyze the effect of Brand Awareness and Service Quality on Repurchase Intention with Customer Satisfaction as a mediating variable, focusing on McDonald's consumers in Semarang. Data were collected through a survey of 100 respondents using a purposive sampling technique. Respondents were McDonald's customers who had made at least two purchases in the last three months. Data analysis was conducted using Structural Equation Modeling (SEM) with SmartPLS. The findings show that Brand Awareness has a significant positive effect on Customer Satisfaction (β = 0.386; p = 0.000) but does not directly affect Repurchase Intention (β = 0.093; p = 0.425). Meanwhile, Service Quality significantly influences both Customer Satisfaction (β = 0.429; p = 0.000) and Repurchase Intention (β = 0.140; p = 0.017). Furthermore, Customer Satisfaction itself significantly drives Repurchase Intention (β = 0.307; p = 0.000) and acts as an effective mediator for the influence of both Brand Awareness and Service Quality on Repurchase Intention. This study highlights the key role of Customer Satisfaction as a bridge that connects consumer perceptions of brand and service with repeated purchasing decisions. The results are expected to provide practical input for McDonald's management to strengthen loyalty strategies through service quality improvements and brand reputation management
Co-Authors Angga Pandu Wijaya, Angga Pandu Aulia Erisa Aprilia Wicaksari Fathurrahman Prasetyo Haqiqi Salman Hardiyanti, Widhian M Aulia Rachman M. Bakhtiar Subardi Maylvie Natalia Desy Putriningtyas, Natalia Desy Phany Ineke Putri Risanda Alirastra Budiantoro Safina Azzahra Steven Adibroto Nainggolan Syamsudin, Fajar Widya Prananta