Customer repurchase intention in The Duolos Phos Hotel Bintan

Abstract

This study aimed to analyze the influence of service quality, menu variation, and restaurant promotion on the customer repurchase intention at Duolos Phos The Ship Hotel Bintan. Hence, this study explored the importance of maintaining customer loyalty in the hospitality industry, especially in maintaining the service quality in the restaurant, attractive menu variation, and effective promotional strategies. The method used in this research was a quantitative approach while the data were collected using questionnaires. The population of the study was the customers of the hotel restaurant, and the samples were decided through purposive sampling techniques. Using a quantitative approach with primary data from 100 respondents analyzed through PLS-SEM, the results show that restaurant promotion has the strongest influence on repurchase intention (t = 8.566), followed by menu variation (t = 5.075) and service quality (t = 3.953). The findings revealed that menu variation, restaurant promotion, and service quality simultaneously had a significant influence on customer repurchase intention. On the other hand, menu variety and restaurant promotion had a significant influence, while service quality showed a lower but still relevant effect. These findings indicated that by improving the preparation of menu variation according to customer preferences and the strength of promotion in restaurants, they become the main strategies in increasing customer repurchase intention. Therefore, the management must pay attention to these three aspects in an integrated manner to increase customer loyalty.