Pengaruh Food Quality dan Service Quality terhadap Repurchase Intention dengan Customer Satisfaction sebagai Pemediasi. (Studi pada Pelanggan Kopi Sakiyo Kebumen)

Penelitian ini bertujuan untuk menganalisis pengaruh food quality dan service quality terhadap repurchase intention dengan customer satisfaction sebagai variabel pemediasi pada pelanggan Kopi Sakiyo Kebumen. Pengumpulan data dilakukan menggunakan kuesioner berbasis Google Forms. Teknik pengambilan sampel menggunakan non-probability sampling dengan metode purposive sampling terhadap 100 responden yang merupakan pelanggan Kopi Sakiyo. Variabel penelitian meliputi food quality (X_1), service quality (X_2), customer satisfaction (Y_1), dan repurchase intention (Y_2). Teknik analisis data menggunakan statistik deskriptif dan inferensial meliputi uji instrumen, uji asumsi klasik, uji hipotesis (uji t), analisis jalur (path analysis), dan Uji Sobel dengan bantuan program SPSS 25. Hasil penelitian menunjukkan bahwa: Food quality berpengaruh signifikan terhadap customer satisfaction, Service quality berpengaruh signifikan terhadap customer satisfaction, Food quality tidak berpengaruh signifikan secara langsung terhadap repurchase intention,Service quality tidak berpengaruh signifikan secara langsung terhadap repurchase intention, Customer satisfaction berpengaruh signifikan terhadap repurchase intention, Customer satisfaction tidak memediasi pengaruh food quality terhadap repurchase intention, Customer satisfaction terbukti berperan sebagai pemediasi penuh (full mediation / indirect-only mediation) pada hubungan antara service quality dan repurchase intention. Keterbatasan penelitian ini terletak pada dominasi responden dari kalangan pelajar/mahasiswa (71%), rendahnya daya beli/penghasilan responden yang mayoritas belum berpenghasilan mandiri, serta keterbatasan generalisasi hasil penelitian yang hanya berfokus pada satu objek kedai kopi di tingkat lokal Kebumen.
Kata Kunci: Food quality, Service quality, Customer satisfaction, Repurchase intention, Full Mediation.

This study aims to analyze the influence of food quality and service quality on repurchase intention, with customer satisfaction acting as a mediating variable, among customers of Kopi Sakiyo Kebumen. Data collection was conducted using a Google Forms-based questionnaire. A non-probability sampling technique—specifically purposive sampling was employed, involving 100 respondents who were customers of Kopi Sakiyo. The research variables included food quality (X1), service quality (X2), customer satisfaction (Y1), and repurchase intention (Y2). Data analysis utilized descriptive and inferential statistics, including instrument testing, classical assumption testing, hypothesis testing (t-test), path analysis, and the Sobel test, with the aid of SPSS 25 software. The results indicate that: Food quality has a significant effect on customer satisfaction; service quality has a significant effect on customer satisfaction; food quality does not have a significant direct effect on repurchase intention; service quality does not have a significant direct effect on repurchase intention; customer satisfaction has a significant effect on repurchase intention; customer satisfaction does not mediate the effect of food quality on repurchase intention; and customer satisfaction acts as a full mediator (full mediation/indirect-only mediation) in the relationship between service quality and repurchase intention. The study's limitations include the dominance of student respondents (71%), the low purchasing power/income of respondents (the majority of whom do not yet earn an independent income), and the limited generalizability of the findings, as the study focused on a single coffee shop in the local Kebumen area.

Keywords: Food quality, Service quality, Customer satisfaction, Repurchase intention, Full mediation.