The Impact of Customer Experience on Product Quality, Price, Sales Promotion, and Repurchase Intention of King Fried Chicken in Banda Aceh

Dwi Rizki Febriani1*, Mukhlis Yunus2, Ahmad Nizam3
1,2,3 Management Department, Universitas Syiah Kuala, Indonesia
DOI – http://doi.org/10.37502/IJSMR.2025.8718

FULL TEXT – PDF

Abstract

This study seeks to examine the customer experience as a mediating variable on the model of product quality, price, and sales promotion influence on repurchase intention. The research population consists of all customers of King Fried Chicken in Banda Aceh, with a sample of 210 individuals selected to meet the requirements for Structural Equation Modeling (SEM) analysis used in data testing. The results indicate that product quality significantly influences customer experience, as does price and sales promotion. Additionally, product quality, price, and sales promotion all significantly affect repurchase intention. Customer experience also plays a significant role in influencing repurchase intention. Furthermore, customer experience mediates the effects of product quality, price, and sales promotion on repurchase intention. These findings suggest that all tested mediation models exhibit partial mediation.

Keywords: product quality, price, sales promotion, repurchase intention, customer experience

References

  • Dewi, I. T., & Hasibuan, M. I. (2016). Pengaruh Pengalaman Pelanggan (Customer Experience) Terhadap Kepuasan Pelanggan pada Rumah Makan Kuliner Jawa Rantau Prapat. ECOBISMA : Jurnal Ilmiah Bisnis Dan Manajemen, 3(1), 93–103. https://doi.org/https://doi.org/10.36987/ecobi.v3i1.695
  • Ferdinand, A. (2014). Structural Equation Modeling dalam Penelitian Manajemen (5th ed.). Badan Penerbit Universitas Diponegoro.
  • Hidayat, D., Bismo, A., & Basri, A. R. (2020). The effect of food quality and service quality towards customer satisfaction and repurchase intention (case study of hot plate restaurants). Manajemen Bisnis, 10(1), 1–9. https://doi.org/https://doi.org/10.22219/jmb.v10i1.11913
  • Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson Education.
  • Kotler, P., & Keller, K. L. (2018). Marketing Management, Global Edition (15th editi). Pearson.
  • Laksono, R. A., Mukti, N. D., & Nurhamidah, D. (2022). The Impacts of Fast Food on Health of “X” Undergraduate Student Program of University “Y.” Jurnal Ilmiah Kesehatan Masyarakat, 14(1), 35–39.
  • Min, J., Jahns, L., Xue, H., Kandiah, J., & Wang, Y. (2018). Americans’ Perceptions about Fast Food and How They Associate with Its Consumption and Obesity Risk. Advances in Nutrition, 9(5), 590–601. https://doi.org/10.1093/advances/nmy032
  • Saleem, Mohd, H., Sodhi, S., Kale, L., & Hashmi, M. (2018). Lip Traces in Forensic Science. Journal of Forensic Science and Medicine, 4(1), 63–66. https://doi.org/0.4103/jfsm.jfsm_3_18
  • Sopiah, & Sangadji, E. M. (2022). Salesmanship (Kepenjualan). Bumi Aksara.
  • Swastha, B., & Irawan. (2008). Manajemen pemasaran modern. Liberty.
  • Ultri, J. P. (2024). Hubungan Pengetahuan dan Sikap dengan Konsumsi Fast Food Pada Mahasiswa Kesehatan Universitas Andalas. Universitas Andalas.