PENGARUH KUALITAS MAKANAN, KUALITAS PELAYANAN, DAN HARGA TERHADAP MINAT PEMBELIAN ULANG MELALUI KEPUASAN PELANGGAN DI TOKO KUE IKIKOUE, SERPONG, TANGERANG SELATAN, BANTEN

Abstract The modern bakery industry faces increasingly intense competition, requiring businesses to maintain food quality, service quality, and appropriate pricing strategies to meet customer expectations, enhance customer satisfaction, and encourage repurchase decisions. Toko Kue Ikikoue Serpong faces several issues, including service delays, inconsistent product quality, and customer perceptions regarding the alignment between price and the quality received. This study aims to analyze the effects of food quality, service quality, and price on repurchase decisions through customer satisfaction at Toko Kue Ikikoue Serpong, South Tangerang, Banten. This study employed a quantitative approach using a survey of 264 respondents selected through purposive sampling. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that food quality, service quality, and price have positive and significant effects on customer satisfaction and repurchase decisions. Customer satisfaction also has a positive and significant effect on repurchase decisions. Furthermore, customer satisfaction significantly mediates the effects of food quality, service quality, and price on repurchase decisions. All proposed hypotheses were accepted. These findings indicate that maintaining consistent food quality, improving service quality, and ensuring price suitability with the benefits and quality received are important for enhancing customer satisfaction and encouraging repurchase decisions at Toko Kue Ikikoue Serpong. Keywords: Food quality; service quality; price; customer satisfaction; repurchase decision.