PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP MINAT BELI ULANG MELALUI KEPUASAN KONSUMEN (Studi pada Surf Cafe, Bima NTB)

In the competitive culinary business landscape, repurchase interest is a key indicator of customer loyalty and long-term business sustainability. This study aims to analyze the influence of price and service quality on repurchase interest, mediated by customer satisfaction, in the context of Surf Cafe consumers in Bima, West Nusa Tenggara. The study employs a quantitative approach with a sample of 160 respondents, and data analysis was conducted using SmartPLS 4. The results show that price has a significant positive effect on customer satisfaction but does not directly affect repurchase interest. Customer satisfaction significantly influences repurchase interest, albeit negatively. Service quality does not have a significant effect on customer satisfaction but has a significant positive effect on repurchase interest. Furthermore, customer satisfaction mediates the relationship between price and repurchase interest significantly, but does not mediate the relationship between service quality and repurchase interest. These findings suggest that while service quality can directly enhance repurchase interest, price affects it indirectly through satisfaction.