ANALISIS PENGARUH MARKETING MIX7PTERHADAP REPURCHASE INTENTION MELALUI CUSTOMER’S SATISFACTION DI RESTORAN SUSHI TEI SURABAYA

Abstract

Nowadays, most of business are expanding, particularly in culinary industry.The emergence of various types of restaurants that exist in Indonesia, especially in Surabaya, is a form of the development of the culinary business. Running business in culinary industry is a business that promising profits. This is because food is a primary need that is required by all living beings, such as human, animal, and plant. For entrepreneurs that engaged in the culinary industry, as they wish to withstand the competition, they need to improve Customer’s Repurchase Intention. This study aimed to analyze the influence of variables Product, Price, Place, Promotion, People, Process, Physical Evidence, and Customer Satisfaction Against Repurchase Intention in Sushi Tei Restaurant Surabaya. The sample used in this study is based on data from 100 respondents, which is male and female that live in Surabaya, and their age limit is between 18- 60 years old, and making purchases for more than once within a period of six (6) months. For processing and analyzing the data in this research is by using SPSS software. Statistical analysis showed that the product and service solutions (SPSS) with software version 22.0 is used to process the data. The empirical findings indicate that the relationship of the Customer Satisfaction towards Repurchase Intention has the highest amountof regression coefficient with 0.534 as the value. Other variables, such asPlace, Promotion, People, and Physical Evidence has positive and significant impact on customer satisfaction. The other variables, such as Product, Price, and Process, also has a positive effect on customer satisfaction, but these three variables did not significantly affect customer satisfaction.