Investigating the Factors that Influence Repurchase Intention through Customer Satisfaction during COVID-19 Pandemic in Indonesia

Abstract

The COVID-19 virus has interrupted economic activities, including buying and selling; even some branded shops, supermarkets, and small shops in Indonesia had to close amid the COVID-19 pandemic. The food and beverage industry, such as Kentucky Fried Chicken (KFC), still buys and sells during the COVID-19 pandemic. Thus, this study investigates the factors influencing repurchase intention through customer satisfaction during the COVID-19 Pandemic in Indonesia at KFC Sei Semayang, Medan Binjai City, Indonesia. This study uses a quantitative approach from respondents' responses with a questionnaire as an analytical tool. This study used SEM (Structured Equation Model) analysis and was processed through the Smart-PLS 4.0 program. The sample in this study was 100 respondents who had purchased KFC in Sei Semayang. The findings revealed a positive relationship between the marketing mix and service quality, a significant effect on customer satisfaction, a positive relationship between the marketing mix and service quality, a significant effect on repurchase intention, and a positive relationship between the marketing mix and satisfaction. These findings show that KFC in Sei Semayang consider a few elements that can increase customer satisfaction and encourage them to keep buying KFC products. In this study, the dominant factor from the physical appearance aspect is the health protocol carried out during the pandemic, the reliability aspect is the presentation of clean and hygienic food, the taste aspect is a varied menu variation, the attention aspect is top of mind KFC products, the price aspect is the affordability of KFC products, and on the responsive aspect, food is prepared quickly.