The Effects of Menu Variety and Service Quality on Repurchase Intention through Customer Satisfaction
Keywords:
menu variety; service quality; customer satisfaction; repurchase intention; restaurant
Abstract
This study analyzes the effects of menu variety and service quality on repurchase intention, with customer satisfaction as a mediating variable, at Kisamen NoodleBar in Cirebon. The study employed an explanatory quantitative design. The population comprised 6,036 customers between September 2025 and February 2026, while a sample of 98 respondents was determined using the Slovin formula, with data collected through Likert-scale questionnaires. Data were analyzed using multiple linear regression, path analysis, t-tests, an F-test, and Sobel tests in IBM SPSS Statistics 31. The results show that menu variety had a positive and significant effect on customer satisfaction (t=5.503; p<0.001), service quality had a positive and significant effect on customer satisfaction (t=9.092; p<0.001), and customer satisfaction had a positive and significant effect on repurchase intention (t=9.126; p<0.001). Customer satisfaction did not mediate the effect of menu variety on repurchase intention (z=1.18), but it mediated the effect of service quality on repurchase intention (z=4.18). The models explained 47.1% of the variation in customer satisfaction and 50.7% of the variation in repurchase intention. The findings emphasize that service improvements create a stronger repurchase pathway through satisfaction, whereas menu variety needs to be accompanied by relevant and consistent differentiation to produce an indirect effect.
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References
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Zhong, Y., & Moon, H. C. (2020). What drives customer satisfaction, loyalty, and happiness in fast-food restaurants in China? Foods, 9(4), 460. https://doi.org/10.3390/foods9040460
Anggareksa, I. P. Y., & Sutrisni, K. E. (2025). Pengaruh kualitas layanan dan variasi menu terhadap minat beli ulang pelanggan dimoderasi oleh gender pada Coffeeshop Kalasa [The effects of service quality and menu variety on customer repurchase intention moderated by gender at Coffeeshop Kalasa]. RIGGS Journal of Artificial Intelligence and Digital Business, 4(4), 6890-6902. https://doi.org/10.31004/riggs.v4i4.4667
Aprileny, I., Arifiani, P. N., & Emarawati, J. A. (2022). Pengaruh variasi menu, store atmosphere dan citra restoran terhadap keputusan pembelian [The effects of menu variety, store atmosphere, and restaurant image on purchase decisions]. Ikraith-Ekonomika, 5(3), 108-116. https://doi.org/10.37817/ikraith-ekonomika.v5i3.2446
Dwiyanti, A., Fathin, A. A., Anggara, A. D., & Sanjaya, V. F. (2024). Pengaruh lokasi dan kualitas pelayanan terhadap minat beli ulang Ayam Geprek Mas Boy Cabang Pringsewu [The effects of location and service quality on repurchase intention at the Pringsewu branch of Ayam Geprek Mas Boy]. Jurnal Manajemen dan Bisnis, 5(1), 2745-2892.
Ellitan, L., & Edgar, T. (2024). The influence of food quality and service quality on repurchase intention through customer satisfaction. Journal of Entrepreneurship and Business, 5(2), 90-105. https://doi.org/10.24123/jeb.v5i2.6302
Firdaus, A., Malini, H., Afifah, N., Azazi, A., & Fitriana, A. (2023). The influence of service quality and perceived risk on repurchase intention with customer satisfaction as mediation. Enrichment Journal of Management, 13(5), 3082-3096. https://doi.org/10.35335/enrichment.v13i5.1747
Goić, M., Levenier, C., & Montoya, R. (2021). Drivers of customer satisfaction in the grocery retail industry: A longitudinal analysis across store formats. Journal of Retailing and Consumer Services, 60, 102505. https://doi.org/10.1016/j.jretconser.2021.102505
Kezia, K., Sutanto, J. E., Soediro, M., & Oktavio, A. (2023). The influence of product quality, service quality, and store atmosphere towards customer repurchase intention at Fat-Fat Restaurant in Bekasi. International Journal of Economics Business and Accounting Research, 7(2), 722-731. https://doi.org/10.29040/ijebar.v7i2.8879
Kim, J. (2021). Platform quality factors influencing content providers’ loyalty. Journal of Retailing and Consumer Services, 60, 102510. https://doi.org/10.1016/j.jretconser.2021.102510
Lestari, M. P., & Artino, S. M. A. (2023). Pengaruh kepuasan pelanggan dan experiential marketing terhadap minat beli ulang [The effects of customer satisfaction and experiential marketing on repurchase intention]. Journal of Applied Business and Economic, 10(1), 19-31.
Mulyani, F., & Wulansari, N. (2023). Pengaruh customer experience dan variasi menu breakfast terhadap repurchase intention Truntum Hotel Padang [The effects of customer experience and breakfast menu variety on repurchase intention at Truntum Hotel Padang]. Jurnal Manajemen Perhotelan dan Pariwisata, 6(2), 683-691. https://doi.org/10.23887/jmpp.v6i2.66996
Nandawidani, S. N., & Silitonga, F. (2024). Pengaruh variasi menu, harga, dan lokasi terhadap kepuasan pelanggan di Kesiangan Coffee X Fat Boy Club Batam [The effects of menu variety, price, and location on customer satisfaction at Kesiangan Coffee X Fat Boy Club Batam]. Arus Jurnal Sosial dan Humaniora, 4(3).
Nugrahaeni, M., Guspul, A., & Hermawan, H. (2021). Pengaruh suasana toko, kualitas pelayanan, kepercayaan, dan persepsi harga terhadap minat beli ulang [The effects of store atmosphere, service quality, trust, and price perceptions on repurchase intention]. Jurnal Fokus Manajemen Bisnis, 11(2), 230-243. https://doi.org/10.12928/fokus.v11i2.4651
Nuraini, F., & Novitaningtyas, I. (2022). Pengaruh harga dan kualitas pelayanan terhadap keputusan pembelian pada Mie Gacoan Cabang Magelang [The effects of price and service quality on purchase decisions at the Magelang branch of Mie Gacoan]. Jurnal Nasional Manajemen Pemasaran dan SDM, 3(2), 50-57. https://doi.org/10.47747/jnmpsdm.v3i2.740
Omar, S., Mohsen, K., Tsimonis, G., Oozeerally, A., & Hsu, J. H. (2021). M-commerce: The nexus between mobile shopping service quality and loyalty. Journal of Retailing and Consumer Services, 60, 102468. https://doi.org/10.1016/j.jretconser.2021.102468
Pramesstya, D., & Rafida, V. (2024). Pengaruh varian menu dan kualitas layanan terhadap loyalitas pelanggan Wizzmie Surabaya [The effects of menu variety and service quality on customer loyalty at Wizzmie Surabaya]. Jurnal Pendidikan Tata Niaga, 12(2), 2337-6708.
Qalati, S. A., Vela, E. G., Li, W., Dakhan, S. A., Thuy, T. T. H., & Merani, S. H. (2021). Effects of perceived service quality, website quality, and reputation on purchase intention. Cogent Business and Management, 8(1), 1869363. https://doi.org/10.1080/23311975.2020.1869363
Safitri, D. D., & Kusumastuti, D. W. (2025). Pengaruh kualitas pelayanan, keragaman menu dan aspek suasana terhadap kepuasan pelanggan di Hotway’s Chicken Penumping [The effects of service quality, menu diversity, and atmosphere on customer satisfaction at Hotway’s Chicken Penumping]. Jurnal Media Akademik, 3(10).
Salsabila, N. K. (2023). The effect of product quality and service quality on consumer repurchase intention with customer satisfaction as an intervening variable. International Journal of Review Management Business and Entrepreneurship, 3(1), 30-51. https://doi.org/10.37715/rmbe.v3i1.3930
Samoggia, A., Grillini, G., & Del Prete, M. (2021). Price fairness of processed tomato agro-food chain: The Italian consumers’ perception perspective. Foods, 10(5), 984. https://doi.org/10.3390/foods10050984
Seo, K. H., & Lee, J. H. (2021). Understanding risk perception toward food safety in street food: The relationships among service quality, values, and repurchase intention. International Journal of Environmental Research and Public Health, 18(13), 6826. https://doi.org/10.3390/ijerph18136826
Yi, H. T., Yeo, C. K., Amenuvor, F. E., & Boateng, H. (2021). Examining the relationship between customer bonding, customer participation, and customer satisfaction. Journal of Retailing and Consumer Services, 62, 102598. https://doi.org/10.1016/j.jretconser.2021.102598
Zhao, F., & Liu, H. (2023). Modeling customer satisfaction and revisit intention from online restaurant reviews: An attribute-level analysis. Industrial Management and Data Systems, 123(5), 1548-1568. https://doi.org/10.1108/IMDS-09-2022-0570
Zhong, Y., & Moon, H. C. (2020). What drives customer satisfaction, loyalty, and happiness in fast-food restaurants in China? Foods, 9(4), 460. https://doi.org/10.3390/foods9040460
Published
2026-10-14
How to Cite
Rizkyana Amalia, Badawi, & Citra Faathir Widiana. (2026). The Effects of Menu Variety and Service Quality on Repurchase Intention through Customer Satisfaction. Konfrontasi: Jurnal Kultural, Ekonomi Dan Perubahan Sosial, 13(4), 335-341. Retrieved from https://www.konfrontasi.net/index.php/konfrontasi2/article/view/395
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