Analysis of the Effect of Product Quality, Service and Promotion on Repeat Purchase Interest in Customer Satisfaction Media (Study at Starbucks Malang City)

This study aims to analyze the effect of product quality, service quality, and promotion on repurchase intention with customer satisfaction as a mediating variable on Starbucks consumers in Malang City. The background of this study is based on the importance of maintaining consumer loyalty in the highly competitive food and beverage industry. The research method used is a quantitative approach with an explanatory research type. Data collection was carried out by distributing questionnaires to 100 respondents who are Starbucks customers in Malang City, selected using purposive sampling techniques. The data analysis technique used Structural Equation Modeling–Partial Least Squares (SEM–PLS). The results of the study indicate that product quality, service, and promotion have a significant effect on customer satisfaction. In addition, customer satisfaction is proven to significantly mediate the influence of the three independent variables on repurchase intention. Thus, customer satisfaction plays an important role in strengthening the influence of quality and marketing strategy on repurchase decisions. The implications of these findings emphasize that Starbucks needs to continue to improve the quality of its products, services, and promotional strategies in order to maintain satisfaction and encourage consumer loyalty.