The Effect of Service Quality, Product Quality, Experimental Marketing and Location by Intervening Consumer Satisfaction on McDonald's Repurchase Interest in the Green Garden Kedoya Branch

Lia Amalia (ESAUNGGUL UNIVERSITY)
Pradana Putra (ESAUNGGUL UNIVERSITY)

Journal of Management and Leadership
Vol. 4 No. 1 (2021): Volume 4 - Nomor 1 - May 2021

This study aims to determine the effect of Service Quality, Product Quality, Experiential Marketing and Location as a independent variable by Intervening Consumer Satisfaction on Purchasing Intention as a dependent variable at McDonald's Green Garden Kedoya Branch. The method of analysis used in this research is Path Analysis or path analysis. The results of this study indicate that service quality has a positive influence on customer satisfaction, while product quality has no effect on customer satisfaction. Experiential marketing has a positive and significant influence on customer satisfaction, as well as location which has a positive influence on customer satisfaction. Service quality does not have a positive effect on repurchase interest, but product quality has a positive and significant impact on consumer repurchase interest. Meanwhile, experiential marketing also does not have a positive influence on consumer Repurchase Interest, location has a positive and significant influence on consumer Repurchase Interest