When the Repurchase Intention of Fast Food Restaurant Consumers is Influenced by Self Service Technology Quality
Abstract
This research focuses on problems that occur as a result or impact of service quality that appears in the form of technology, or called Self Service Technology (SST) which has a major effect on the way customers interact with companies, with problems in increasingly busy lifestyles, multiple incomes. , and increasing household incomes, coupled with an increasing trend towards cheap, convenient, and ready-to- eat food options with minimal waiting times, has the potential to unlock future growth in the fast food sector. The aim of this research is to explore the factors influencing SST QUAL customers on customer satisfaction and customer trust on repurchase intention among fast food restaurant customers with international brands in Indonesia, namely McD, Pizza Hut, KFC, A&W and Burger King through encouraging SST QUAL with Facebook, Instagram , Twitter and Tiktok as social media used by customers. This is a development of previous studies conducted on online retail business customers in Indonesia. The contribution of this research is expected to provide information at the theoretical/scientific level of marketing management and also positive marketing strategies for users of the brands studied. This research data collection was designed using a survey method where questionnaires were distributed online, respondents were selected using a purpose sampling method among international restaurant customers in Indonesia. For analysis using factor analysis and structural equation modeling (SEM) with the smartPLS application. The findings from this study are that SST QUAL is the main driver in increasing and forming customer satisfaction and customer trust which will increase and retain customers so that they repurchase intention.
Keywords: Self Service Technology Quality, Customer Satisfaction, Customer Trust, Repurchase Intention
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Open Access
HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
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