Electronic Theses and Dissertation

abstrak penelitian ini bertujuan untuk mengukur pengaruh food quality, service person customer orientation terhadap repurchase intention yang dimediasi oleh customer satisfaction pada umkm kuliner di kota banda aceh. sampel yang digunakan dalam penelitian ini adalah pelanggan dari umkm kuliner di kota banda aceh yang terbagi pada 9 kecamatan dan 45 umkm kuliner di kota banda aceh yang berjumlah 176 responden.teknik pengambilan sampel yang digunakan adalah purposive sampling. analisis data menggunakan model structural equation modelling (sem) dengan metode analisis menggunakan confirmator factor analysis (cfa) dengan menggunakan alat bantu program amos. hasil penelitian menunjukkan hasil bahwa food quality, service person customer orientation, customer satisfaction, dan repurchase intention pada umkm kuliner di kota banda aceh sudah baik. food quality berpengaruh terhadap customer satisfaction, service person customer orientation berpengaruh terhadap customer satisfaction, food quality berpengaruh terhadap repurchase intention, service person customer orientation berpengaruh terhadap repurchase intention, customer satisfaction berpengaruh terhadap repurchase intention, customer satisfaction memediasi secara parsial pengaruh food quality terhadap repurchase intention, dan customer satisfaction memediasi secara parsial pengaruh service person customer orientation terhadap repurchase intention. kata kunci : food quality, service person customer orientation, customer satisfaction, repurchase intention, umkm kuliner.

ABSTRACT This study aims to measure the effect of Food Quality, Service Person Customer Orientation on Repurchase Intention mediated by Customer Satisfaction in Culinary MSMEs in Banda Aceh City. The sample used in this study was customers from Culinary MSMEs in Banda Aceh City which were divided into 9 Districts and 45 Culinary MSMEs in Banda Aceh City totaling 176 respondents. The sampling technique used is Purposive Sampling. Data analysis using the Structural Equation Modeling (SEM) model with analysis methods using Confirmator Factor Analysis (CFA) using AMOS program tools. The results showed that Food Quality, Service Person Customer Orientation, Customer Satisfaction, and Repurchase Intention in Culinary MSMEs in Banda Aceh City were good. Food Quality affects Customer Satisfaction, Service Person Customer Orientation affects Customer Satisfaction, Food Quality affects Repurchase Intention, Service Person Customer Orientation affects Repurchase Intention, Customer Satisfaction affects Repurchase Intention, Customer Satisfaction partially mediates the effect of Food Quality on Repurchase Intention, and Customer Satisfaction partially mediates the effect of Repurchase Intention, and Customer Satisfaction partially mediates the effect Service Person Customer Orientation towards Repurchase Intention. Keywords: Food Quality, Service Person Customer Orientation, Customer Satisfaction, Repurchase Intention, Culinary MSMEs.