The Role of Customer Satisfaction in Mediating the Relationship between Service Quality, Price, and Repurchase Intention: Evidence from an Indonesian Traditional Restaurant

Abstract

This study aims to examine the effect of service quality and price on repurchase intention through customer satisfaction at Soto Cak Har Menganti Branch, Gresik. A quantitative research approach was employed using a survey of customers who had purchased products from the restaurant. The sample was selected using incidental sampling, and data were collected through a structured questionnaire measured on a five-point Likert scale. Data analysis was conducted using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0. The findings reveal that both service quality and price have positive and significant effects on repurchase intention and customer satisfaction. Furthermore, customer satisfaction has a positive and significant effect on repurchase intention and significantly mediates the relationships between service quality, price, and repurchase intention. These findings indicate that improving service quality and implementing an appropriate pricing strategy enhance customer satisfaction, which subsequently encourages customers to make repeat purchases. The study provides practical implications for restaurant managers by emphasizing the importance of delivering superior service quality and customer-oriented pricing strategies to strengthen customer loyalty and business sustainability. The novelty of this study lies in examining the mediating role of customer satisfaction in the relationship between service quality, price, and repurchase intention within the context of a traditional Indonesian restaurant, which has received limited attention in previous studies.