Pengaruh Brand Awareness dan Customer Satisfaction terhadap Repurchase Intention pada Restoran Tradisional di Kota Bandung
DOI:
https://doi.org/10.29408/jhm.v12i3.36024Keywords:
consumer behavior, culinary marketing, customer loyalty, service qualityAbstract
The traditional culinary industry is facing increasingly intense competition, requiring restaurant businesses not only to attract new customers but also to retain existing ones by encouraging repurchase intention. In this context, brand awareness and customer satisfaction are widely recognized as key factors influencing consumers' decisions to revisit and repurchase. This study aims to examine the effects of brand awareness and customer satisfaction on repurchase intention among customers of traditional restaurants in Bandung, Indonesia. A quantitative explanatory research design was employed. Data were collected through a structured questionnaire distributed to 100 respondents selected using purposive sampling. The respondents were customers who had previously visited and purchased food from one of five well-established traditional restaurants in Bandung, namely Warung Nasi Bu Oo, Warung Nasi Rencong, Warung Makan Ayam Bakar dan Goreng Simpang Siliwangi Baleendah, Dapur Wiwi Ciparay, and Warung Nasi Ibu Imas. The collected data were analyzed using multiple linear regression with IBM SPSS Statistics. The findings reveal that both brand awareness and customer satisfaction have positive and significant effects on repurchase intention, both individually and simultaneously. Furthermore, brand awareness demonstrates a stronger influence on repurchase intention than customer satisfaction. These findings suggest that strengthening brand identity while continuously improving customer satisfaction through high-quality products, excellent service, and positive dining experiences is essential for enhancing customers' repurchase intention and sustaining the competitiveness of traditional restaurants in an increasingly dynamic culinary market.
References
Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. The Free Press.
Adnan, M., & Sigarlaki, F. F. (2025). Pengaruh brand awareness dan perceived quality terhadap repurchase intention pada konsumen mie instan cup Pop Mie di Kota Bandung. Jurnal Lentera Bisnis, 14(3), 3322-3333. https://doi.org/10.34127/jrlab.v14i3.1727.
Amaliah, I. F., Zaenal, F. A., & Yusuf, M. (2024). Eksplorasi Faktor Pengalaman dan Lokasi dalam Pemilihan Restoran: Perspektif Konsumen. In Social, Humanities, and Educational Studies (SHES): Conference Series (Vol. 7, No. 4, pp. 28-39).
Anggraini, R., Linardo, V., & Alinadrina, D. (2025). Pengaruh Viral Marketing Dan Brand Awareness Terhadap Minat Repurchase Intention Pada Produk Frozen Food Dengan Purchase Decision Sebagai Variabel Mediasi. Equilibrium: Jurnal Ilmiah Ekonomi, Manajemen Dan Akuntansi, 14(1), 17–33. https://journal.stiem.ac.id/index.php/jureq/article/view/2285.
Devi, N. I. W. W. D. G. (2025). Kepuasan Konsumen Sebagai Mediasi Pengaruh Kualitas Pelayanan, Kualitas Produk dan Store Atmosphere Terhadap Minat Pembelian Ulang Pada Rumah Makan Maha Kencana di Lempuyang. Skripsi. Universitas Mahasaraswati Denpasar.
Dewi, P. P. S., Sriyoo, S., Fitriyah, H., & Panggah, W. (2025). Brand Awareness Moderation on Customer Loyalty in Culinary Business: Pengaruh Kesadaran Merek terhadap Loyalitas Pelanggan dalam Bisnis Kuliner. Indonesian Journal of Innovation Studies, 26(1), 1-15. https://ijins.umsida.ac.id/index.php/ijins/article/view/2171.
Febriyanto, F., Prasetya, E., & Loo, P. (2026). Pengaruh Kualitas Pelayanan Dan Keramahan Karyawan Terhadap Kepuasan Pelanggan Pada Restoran. Jurnal Bisnis Kolega, 12(1), 90–101. https://ejournal.pmci.ac.id/index.php/jbk/article/view/198.
Firdausy, S. B. K., Maharani, D. D., & Sakti, D. B. (2024). Pengaruh Persepsi Qualitas, Brand trust, dan Brand satisfaction Terhadap Repurchase Intention Pada UMKM di Sektor Pemasaran Produk Makanan. Sanskara Manajemen Dan Bisnis, 2(3), 179–190. https://doi.org/10.58812/smb.v2i03.417.
Ilyas, G. B., Rahmi, S., Tamsah, H., Munir, A. R., & Putra, A. H. P. K. (2020). Reflective model of brand awareness on repurchase intention and customer satisfaction. Journal of Asian Finance, Economics and Business, 7(9), 427–438. https://doi.org/10.13106/JAFEB.2020.VOL7.NO9.427.
Kamil, H. A., Sari, A., & Ambarwati, D. A. S. (2023). The effect of sensoric marketing on McDonald's consumer repurchase intention in Bandar Lampung City with customer satisfaction as mediation variable. International Journal of Scientific Multidisciplinary Research, 1(6), 547-562. https://doi.org/10.55927/ijsmr.v1i6.5259.
Keller, K. L., Apéria, T., & Georgson, M. (2013). Strategic brand management: A European perspective (2nd ed.). Pearson Education.
Kurniawan, A., & Silitonga, P. (2024). The effect of product innovation and lifestyle on brand trust, customer satisfaction and repurchase intention. EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis, 12(4), 3819-3834. https://doi.org/10.37676/ekombis.v12i4.6175.
Madjid, N. A., Toreh, J. L., & Nugroho, A. (2026). Pengaruh Social Media Marketing, Terhadap Brand Awareness, Brand Image dan Repurchase Intention di Kopitiam Surabaya. Jurnal Ilmiah Edunomika, 10(2), 1-12. https://www.jurnal.stie-aas.ac.id/index.php/jie/article/view/19648.
Mahardhika, D., & Nurmahdi, A. (2023). Analysis of price perception, brand awareness, delivery quality on customer satisfaction and repurchase intention (Case study on consumers of Menantea products in Pajajaran, Bogor). Dinasti International Journal of Education Management and Social Science, 4(3), 323–334. https://doi.org/10.31933/dijemss.v4i3.1615.
Mastarida, F. (2023). Hubungan Kualitas Layanan, Pengalaman Konsumen, Kepuasan Konsumen, dan Loyalitas Konsumen: Model Konseptual. ARBITRASE: Journal of Economics and Accounting, 3(3), 521–526. https://djournals.com/arbitrase/article/view/702.
Morkūnas, M., & Rudienė, E. (2020). The impact of social servicescape factors on customers' satisfaction and repurchase intentions in mid-range restaurants in Baltic States. Journal of Open Innovation: Technology, Market, and Complexity, 6(3), 77. https://doi.org/10.3390/JOITMC6030077.
Muhammad, N. F. E. (2025). Pengaruh Consumer Ethical Beliefs dan Product Knowledge terhadap Repurchase Intention dalam Perspektif Bisnis Islam (Studi pada Pengguna Produk Skincare Daviena di Kota Bandar Lampung). Skripsi. UIN Raden Intan Lampung.
Nareswari, A. N., & Suryaningsih, A. (2024). Pengaruh kualitas pelayanan dan kecepatan respons terhadap kepuasan pelanggan di Restoran Marugame Udon. Jurnal Riset Manajemen, 2(4), 249–259. https://doi.org/10.54066/jurma.v2i4.2715.
Nurantari, N. W. (2024). Pengaruh Digital Marketing, Electronic Word of Mouth dan Brand Awareness terhadap Minat Beli Konsumen Pada Restoran Bali Bohemia Ubud. Skripsi. Universitas Mahasaraswati Denpasar.
Nuriyah, P., Listyawati, L., & Lestari, D. A. S. (2025). The influence of experiential marketing on repurchase intention and customer satisfaction of restaurants in Surabaya. Jurnal Inovasi Manajemen, Kewirausahaan, Bisnis dan Digital, 2(3), 363-379. https://doi.org/10.61132/jimakebidi.v2i3.780.
Permadhi, B. M., Maulina, E., & Tresna, P. W. (2024). Analysis of the influence of brand image on customer loyalty using customer satisfaction as an intervening variable: Case study at the Uni Kapau Jaya Restaurant, Bandung City. International Journal of Science and Society, 6(2), 124-134. https://doi.org/10.54783/ijsoc.v6i2.1142.
Putri, A. K., Miswanto, M., Biyanto, F., Siregar, B., & Endarwati, E. (2025). Pengaruh Perceived Security, Customer Experience, dan Customer Satisfaction, Terhadap Repurchase Intention di Platform Shopee: (Studi Pada Mahasiswa di Kota Yogyakarta). Kinerja, 8(1), 106–125. https://journal-uia.ac.id/Kinerja/article/view/4876.
Rahma, K. P. (2024). Pengaruh Brand Awareness Terhadap Keputusan Pembelian Pada Konsumen Diagnosa Coffee di Kabupaten Bekasi. Universitas Komputer Indonesia. Skripsi. Universitas Komputer Indonesia.
Ritonga, S. E., & Digdowiseiso, K. (2023). Mediation effect of customer satisfaction on the relationship between price perception, social media, brand awareness, and repurchase decisions. JMKSP (Jurnal Manajemen, Kepemimpinan, dan Supervisi Pendidikan), 8(1), 486-499. https://doi.org/10.31851/JMKSP.V8I1.12628
Santosa, & Hermawan, H. (2020). Metodologi riset kuantitatif: Riset bidang kepariwisataan. Manggu Makmur Tanjung Lestari.
Tsalatsa, I., Asiyah, S., & Wahyuningtyas, N. (2026). Peran Mediasi Perceived Value: Pengaruh Kepuasan Dan Citra Merek Terhadap Niat Beli Ulang Pada Skincare Skintific di Shopee. E-JRM: Elektronik Jurnal Riset Manajemen, 15(1), 2303–2312. https://jim.unisma.ac.id/index.php/jrm/article/view/32090.
Utami, M., Aqila, C., Andini, P., & Nasution, Y. S. J. (2024). Analisis Pertumbuhan Konsumsi Produk Halal di Berbagai Sektor Ekonomi Indonesia Hingga Tahun 2025. J-EBI Jurnal Ekonomi dan Bisnis Islam, 3(02), 131–147. https://ejournal.stais.ac.id/index.php/j-ebi/article/view/318.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Wisnu Iskandar, Faizal Hamzah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
All writings in this journal are the full responsibility of the author. Jurnal Humanitas provides open access to benefit anyone with valuable information and findings. Jurnal Humanitas can be accessed free of charge at no cost, following the creative commons license. Authors who publish articles in the Jurnal Humanitas must comply with the following conditions:
The author retains the copyright and grants the right of first publication with the work licensed simultaneously under the Creative Commons Attribution-ShareAlike 4.0 International (CC BY-SA 4.0) license, allowing others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
Authors may make additional separate contractual arrangements for the non-exclusive distribution of the published journal version of the work (for example, posting it to an institution or publishing it in a book), acknowledging its initial publication in this journal.
Authors are permitted and encouraged to post their work online (for example, on institutional repositories or websites) before and during the submission process, resulting in a productive exchange and earlier and more extensive citations of the published work.
All articles in this journal are the sole responsibility of the author. Jurnal Humanitas provides open access to benefit anyone with valuable information and findings. Jurnal Humanitas can be accessed and downloaded for free, following the creative commons license.
Jurnal Humanitas: Katalisator Perubahan dan Inovator Pendidikan is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License
