The Influence of Experience Satisfaction on Revisit Intention with Site Image and Content Moderation

The high level of competition in the pizzeria industry in Indonesia, particularly in Bekasi Regency, reflects a situation where customer experience satisfaction is not always directly proportional to the intention of repeat visits. This study aims to analyze the influence of experience satisfaction on revisit intention with site image and content moderation among consumers of fast-food restaurants Pizza Hut, Domino’s Pizza, and Gian Pizza in Bekasi Regency. A quantitative approach was employed, utilizing primary data sources. The research sample consisted of 360 participants selected through purposive sampling techniques based on the non-probability sampling method. Data collected via questionnaires were analyzed using the Partial Least Square–Structural Equation Modeling (PLS-SEM) statistical method with SmartPLS 3.2.9 software. The results reveal that: (1) Experience satisfaction does not have a significant effect on the revisit intention of consumers of Pizza Hut, Domino’s Pizza, and Gian Pizza in Bekasi Regency; (2) Site image does not moderate the relationship between experience satisfaction and revisit intention of pizza restaurant consumers in Bekasi Regency; and (3) Content also does not moderate the relationship between experience satisfaction and revisit intention of pizza restaurant consumers in Bekasi Regency. These findings underscore the importance of restaurant image and content-based marketing strategies in fostering customer loyalty. The implications of the study suggest that enhancing customer satisfaction and strategically utilizing site image and promotional content are essential in increasing revisit intentions.