Effect of Dining Service Quality and Social Media Marketing on Intention to Revisit with Customer Satisfaction as an Intervening Variable at in out Cafe Medan

Abstract

This research aims to analyze effect of dining service quality and social media marketing on intention to revisit with customer satisfaction as an intervening variable at In Out Cafe Medan. The research used in this research is associative research. Population in this research is consumers of in out Cafe Medan which was conducted from September 2023 to January 2024 with an unknown number. In this research, the sampling method used was non-probability sampling. The minimum sample size is 5-10 observations for each parameter being estimated, suggesting that the minimum sample size be 5-10 times the indicator variable. So the number of indicators is 23 multiplied by 5 equals 115. So through calculations based on this formula, the sample size for this research is 115 people. The data analysis model used in this research uses path analysis. Based on the research results show that dining service quality has a positive and significant effect on customer satisfaction at In out Cafe Medan. Social media marketing has a positive and insignificant effect on customer satisfaction at In out Cafe Medan. Dining service quality has a positive and significant effect on intention to revisit at In out Cafe Medan. Social media marketing has a positive and insignificant effect on intention to revisit at In out Cafe Medan. Customer satisfaction has a positive and significant effect on intention to revisit at In out Cafe Medan. Dining service quality has a significant effect on intention to revisit through customer satisfaction at In out Cafe Medan. Social media marketing does not have a significant effect on intention to revisit through customer satisfaction at In out Cafe Medan.