Published: 2026-08-01
The Impact Of Local Fried Chicken Attractiveness And Brand Prestige On Repurchase Intention Toward Western Fried Chicken Fast-Food Through Customer Satisfaction
DOI: 10.35870/jemsi.v12i4.6706
Abstract
This study aims to examine the influence of Local Fried Chicken Attractiveness and Brand Prestige on Repurchase Intention toward Western fried chicken fast-food brands in Indonesia, with Customer Satisfaction acting as a mediating variable. A quantitative survey design was employed by collecting data from 200 Indonesian consumers who had experience consuming both local and Western fried chicken products. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The findings indicate that the attractiveness of local fried chicken alternatives tends to reduce consumers’ satisfaction with Western fried chicken, while brand prestige positively enhances customer satisfaction and repurchase intention. Furthermore, customer satisfaction plays a crucial mediating role in translating brand perceptions and competitive attractiveness into repurchase intention. This research contributes to consumer behavior literature by extending Alternative Attractiveness Theory and Expectation–Confirmation Theory in the context of the Indonesian fast-food industry, particularly in explaining how competitive pressure from local brands and symbolic brand value influence consumers’ repurchase behavior.
Keywords
Alternative Attractiveness; Brand Prestige; Customer Satisfaction; Repurchase Intention
Article Information
This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 12 No. 4 (2026)
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Section: Articles
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Published: 2026-08-01
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License: CC BY 4.0
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Copyright: © 2026 Authors
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DOI: 10.35870/jemsi.v12i4.6706
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Denzel Sudjono, Universitas Tanjungpura Pontianak
Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura Pontianak, Kalimantan Barat, Indonesia.
Heriyadi Heriyadi, Universitas Tanjungpura Pontianak
Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura Pontianak, Kalimantan Barat, Indonesia.
Bintoro Bagus Purmono, Universitas Tanjungpura Pontianak
Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura Pontianak, Kalimantan Barat, Indonesia.
Wenny Pebrianti, Universitas Tanjungpura Pontianak
Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura Pontianak, Kalimantan Barat, Indonesia.
Ahmadi Ahmadi, Universitas Tanjungpura Pontianak
Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura Pontianak, Kalimantan Barat, Indonesia.
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