Pengaruh Social Servicescape Pada Purchase Intention Dan Price Fairness Sebagai Mediasi: Sudy Pada Ori Fried Chicken

This study aims to analyze the effect of social servicescape on price fairness and purchase intention among Ori Fried Chicken (OFC) customers. Using the Stimulus-Organism-Response (S-O-R) theory, this research identifies the role of price fairness as a mediating variable. A quantitative approach was applied with 115 respondents selected through purposive sampling. Data were collected using questionnaires and analyzed with SmartPLS 4. The results reveal that dimensions of social servicescape, such as employees and other customers, have a significant positive effect on price fairness, while social crowding and rapport show no significant influence. Additionally, price fairness significantly positively affects purchase intention. These findings highlight the importance of enhancing social service quality and customer experience to foster price fairness perception and drive purchase intention. The study provides practical insights for OFC to refine their service strategies and improve competitiveness in the fast-food restaurant industry.