Pengaruh Corporate Social Responsibility (CSR), Food Quality, dan Perceived Value Terhadap Repurchase Intention melalui Customer Satisfaction sebagai Variabel Intervening di Era Pandemi Covid-19 (Study pada Produk Bubble Drink “CHATIME”)

The Effect of Corporate Social Responsibility (CSR), Food Quality, and Perceived Value on Repurchase Intention Throught Customer Satisfaction as Intervening Variables in the Pandemi Covid-19 Era (Study on “CHATIME” Bubble Drink Products)

Produk bubble drink menjadi salah satu trend minuman yang berkembang di tahun ini, bahkan di masa pandemi Covid 19. Salah satu brand bubble drink yang diminati oleh masyarakat khususnya remaja di Indonesia adalah Chatime, dimana konsumen tidak membeli Chatime sekali saja. Tujuan dari penelitian ini adalah untuk memelajari pengaruh corporate social responsibility, food quality, dan perceived value, pada repurchase intention, melalui customer satisfaction. Teknik pengambilan sampel penelitian yang digunakan adalah nonprobability sampling dengan cara judgemental sampling. Penelitian ini berfokus pada konsumen Chatime yang membeli produk Chatime di masa pandemi Covid-19. Teknik analisis data yang digunakan adalah analisis jalur. Hasil penelitian menunjukkan bahwa CSR berpengaruh negatif terhadap niat beli ulang dan kepuasan pelanggan, kualitas makanan berpengaruh positif terhadap niat beli ulang dan kepuasan pelanggan, persepsi nilai berpengaruh negatif terhadap niat beli ulang, tetapi berpengaruh positif terhadap kepuasan pelanggan.

Kata Kunci: : Kepuasan Pelanggan, Kualitas Makanan, Niat Beli Ulang, Nilai yang Dirasakan Konsumen, Tanggungjawab sosial perusahaan 

Bubble drink products are one of the beverage trends that have developed this year, even during the Covid 19 pandemic. One of the bubble drink brands that is in demand by the public especially teenagers in Indonesia is Chatime, in which consumers do not buy Chatime just once. The purpose of this paper is to study the effect of corporate social responsibility, food quality, perceived value, on repurchase intention, through customer satisfaction. The research sampling techniques used are nonprobability sampling by judgmental sampling. This study focuses on Chatime consumers who bought Chatime products during a pandemic Covid-19. The data analysis technique is used path analysis. The results show that CSR has a negative effect on repurchase intention and customer satisfaction, food quality has a positive effect on repurchase intention and customer satisfaction, perceived value has a negative effect on repurchase intention, but has a positive effect on customer satisfaction.

Keywords: Corporate Social Responsibility;Customer Satisfaction;Food Quality;Perceived Value;Repurchase Intention