Pengaruh Dining Service Quality dan Social Media Marketing terhadap Minat Berkunjung Kembali dengan Customer Satisfaction sebagai Variabel Intervening di In Out Cafe Medan

Abstract

The objective of the research is motivated by the phenomena that occur related to the quality of service and cafe facilities that have an impact on customer satisfaction and interest in visiting In Out Cafe Medan, and the facilities provided make the majority of customers feel uncomfortahle at In Out Cafe Medan, so that it still does not provide a level of satisfaction for customers. Furthermore, related to social media networks, that the use of the Instagram social media networking site In Out Cafe Medan does not convince customers. Where the content displayed on social media networks is less convincing to customers in providing promotions. The purpose of this study was to determine and analyze the effect of Dining Service Quality. Social Media Marketing, and Revisit Intention with Customer Satisfaction as mediation. The data used is primary data obtained directly from respondents totaling 115 respondents. The sampling method used is Non Probability Sampling, with the sampling technique being Purposive Sampling. Questionnaires that Have been filled in by respondents are analyzed by quantitative analysis methods, then SEM-PLS is used as an analytical tool. The results of this study state that Dining Service Quality has a significant effect on Customer Satisfaction, Social Media Marketing has a significant effect on Customer Satisfaction, Revisit Intention. The results of this stuldy state that Dining Service Quality has a positive and significant effect on Customer Satisfaction. Social Media Marketing has a positive but insignificant effect on Customer Satisfaction, Dining Service Quality has a positive and significant effect on Revisit Intention, Social Media Marketing has a positive but insignificant effect on Revisit lntention, Customer Satisfaction has a positive and significant effect on Revisit Intention, Dining Service Quality has a significant effect on Revisit Intention through Customer Satisfaction, and Social Media Marketing has no significant effect on Revisit Intention through Customer Satisfaction.