THE ROLE OF CUSTOMER SATISTFACTION AS A MEDIATOR IN THE INFLUENCE OF LOCATION, PROMOTION, SERVICE QUALITY AND TASTE ON THE INTEREST IN BUYING FAVORICH CHICKEN AGAIN

Bahrul Ulum; Moh. Heru Budi Santoso; Sani Rusminah; Levia Inggrit Sayekti

THE ROLE OF CUSTOMER SATISTFACTION AS A MEDIATOR IN THE INFLUENCE OF LOCATION, PROMOTION, SERVICE QUALITY AND TASTE ON THE INTEREST IN BUYING FAVORICH CHICKEN AGAIN

Authors

Bahrul Ulum Universitas Islam Lamongan
Moh. Heru Budi Santoso Universitas Islam Lamongan
Sani Rusminah Universitas Islam Lamongan
Levia Inggrit Sayekti Universitas Islam Lamongan

Keywords:

Location, Promotion, Service Quality, Taste, Customer Satisfaction, Repurchase Interest, SEM-PLS

Abstract

This study aims to find out more deeply how location, promotion, service quality and taste factors can affect the interest in buying FavoRich Chicken again by considering customer satisfaction as a mediator. The type of research used in this study is quantitative. The population in this study is FavoRich Chicken consumers, and the sample used was 94 respondents, with SEM analysis using the Smart PLS application version 3.0. by conducting Outer Model, Inner Model, Mediation Test and Hypothesis Test. The results of the study were obtained in the Validity test stating the Loading Factor number > 0.7 and the AVE value > 0.5 so that it could be declared Valid, in the Composite Realiability test > 0.7 and Cronbach's Alpha > 0.6 so that it could be declared reliable. The results of the study showed that Location had a positive and significant influence on Customer Satisfaction, Location had a negative and insignificant influence on Repurchase Interest, Promotion had a positive and significant influence on Customer Satisfaction, Promotion had a positive and significant influence on Repurchase Interest, Service Quality had a positive but insignificant influence on Customer Satisfaction, Service Qualityhas a p ositive but insignificant influence on Repurchase Interest, Taste has a positive and significant influence on Customer Satisfaction, Taste has a positive but insignificant influence on Repurchase Interest, Customer Satisfaction has a positive and significant influence on Repurchase Interest.

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Published

2026-10-20

How to Cite

Ulum, B., Budi Santoso, M. H., Rusminah, S., & Inggrit Sayekti, L. (2026). THE ROLE OF CUSTOMER SATISTFACTION AS A MEDIATOR IN THE INFLUENCE OF LOCATION, PROMOTION, SERVICE QUALITY AND TASTE ON THE INTEREST IN BUYING FAVORICH CHICKEN AGAIN . JEKMA (Jurnal Ekonomi Mahasiswa), 4(2), 368–377. Retrieved from https://jurnalekonomi.unisla.ac.id/index.php/JEKMA/article/view/2905