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All Journal Binus Business Review
Bajunaid, Sheila Maryam
Bina Nusantara University
Economics, Econometrics & Finance

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Satisfied, but Will They Spread a Word? The Role of Customer Satisfaction at Jamu Café Suhud, Usep; Bajunaid, Sheila Maryam
Binus Business Review Vol 9, No 1 (2018): Binus Business Review
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/bbr.v9i1.3915

Abstract

This research aimed to investigate consumers’ intention to repurchase jamu at Jamu Café. Service quality, customer satisfaction, and Word-of-Mouth (WOM) were selected as the predictor variables. In total, 200 participants who purchased jamu at the café were selected conveniently. Data were analyzed using exploratory and confirmatory factor analyses as well as Structural Equation Model (SEM). As a result, service quality influences customer satisfaction significantly. As customers are satisfied, they do word-of-mouth and repurchase. On the other hand, WOM has an insignificant impact on repurchase intention.
Co-Authors Ali Djamhuri