PENGARUH PENGORBANAN DAN KUALITAS LAYANAN TERHADAP KEINGINAN PEMBELIAN ULANG ISTANA AYAM GORENG SRI DI SURABAYA

Abstract

In the midst battle between food industries, not many local restaurant can survive this reality. One industry that has been survive until now and still drawing customers attention to keep repurchasing is Istana Ayam Goreng Sri which is located in Pandaan. This research purpose is to analyze the influence of sacrifice, product value, service quality and customer satisfaction towards repurchase intention against Istana Ayam Goreng Sri product. After conducting literature review and formulation of hypothesis, data was gathered by spreading questionnaire to 115 customer of Istana Ayam Goreng Sri in Surabaya with minimum frequency of purchasing once every six month and aged 17-65 years old. Data gathered was using purposive sampling and then analyze with quantitative method. Quantitative method covers: validity and reliability test, classical assumption test and multiple regression analysis. This research using 3 model, which are effect of sacrifice and service quality towards product value, effect of service quality and product value towards customer satisfaction, and effect of service quality, product value and customer satisfaction towards repurchase intention. The results of t-test on the first model conclude that hypothesis between service quality towards product value rejected. However hypothesis between sacrifice and product value accepted. In the second model, both hypotheses is accepted which is service quality and product value towards customer satisfaction. Last model, service quality and customer satisfaction towards repurchase intention hypotheses are accepted, although product value towards repurchase intention is rejected.