Pengaruh Servicescape dan Product Quality Terhadap Repurchase Intention Pada Konsumen Waroeng Steak and Shake Cabang SM Raja Medan

Abstract

The culinary industry in Indonesia shows rapid growth along with the increasing public demand for nutritious food, such as meat. Steak is one of the meat dishes that is quite popular with the public and Waroeng Steak and Shake takes advantage of this opportunity by opening many branches in various cities, including Medan. In this context, marketing strategy innovation is needed at each branch in each existing region. This study aims to analyze how servicescape and product quality influence repurchase intention among consumers of Waroeng Steak and Shake, SM Raja Medan Branch. The influence between servicescape and product quality will be analyzed partially and simultaneously on repurchase intention. The form of research used in this study is quantitative research with an associative approach. Sampling was carried out using a purposive sampling technique and using 100 respondents as a sample. The primary data used in this study were obtained by distributing questionnaires that were distributed directly, while secondary data were obtained through library research, previous research, and data obtained via the internet. The data analysis methods used were validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, and hypothesis testing. The results of the study indicate that the servicescape variable (X1) has a significant effect on repurchase intention (Y), the product quality variable (X2) has a significant effect on repurchase intention (Y), and the servicescape variables (X1) and product quality (X2) simultaneously affect repurchase intention (Y). The determination coefficient test shows that there is a close relationship between servicescape and product quality on repurchase intention with an R value of 0.729. Through the Adjusted R Square value, it is also known that the servicescape and product quality variables contribute 52.2% to the repurchase intention variable, while the remaining 47.8% is influenced by other variables not discussed in this study.