Exploring the Dynamics of Japanese Cuisine Patronage in Jakarta: A Comprehensive Study on Social Influence, Experiential Marketing, and Repurchase Decisions in the Post-COVID Era

This study aimed to identify factors affecting customers' decision to revisit a Japanese restaurant in the Greater Jakarta area. The study was conducted by surveying 365 individuals who work at Japanese restaurants in the Jabodetabek area. The study was conducted on 365 people who work at Japanese eateries within the Jabodetabek region. The examination of the information collected from these respondents uncovered the following discoveries: (1) cost essentially impacts the choice to repurchase nourishment at a Japanese eatery; (2) item quality moreover altogether impacts the choice to repurchase nourishment at a Japanese eatery; (3) benefit quality plays a noteworthy part in nourishment repurchase choices at Japanese restaurants; (4) social effect encompasses a noteworthy impact on the choice to repurchase at a Japanese eatery, and (5) experiential showcasing essentially impacts the choice to repurchase nourishment at a Japanese eatery. The research discovered that social influence mediates the link among repurchase decisions and product quality. However, the mediation effect of social influences diminishes the connection among the dependent and independent variables. The research highlights the significance of experiential marketing for the food and beverage sector, as it can help restaurants better understand customers' senses, feelings, sights, actions, and relationships. Overall, the research contributes valuable insights into the limitations of experiential marketing and its impact on customer's repurchase decisions at Japanese restaurants.