The Impact Of Local Fried Chicken Attractiveness And Brand Prestige On Repurchase Intention Toward Western Fried Chicken Fast-Food Through Customer Satisfaction
DOI:
https://doi.org/10.35870/jemsi.v12i4.6706Keywords:
Alternative Attractiveness, Brand Prestige, Customer Satisfaction, Repurchase IntentionAbstract
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.
Downloads
References
Acar, A., Büyükdağ, N., Türten, B., Diker, E., & Çalışır, G. (2024). The role of brand identity, brand lifestyle congruence, and brand satisfaction on repurchase intention: A multi-group structural equation model. Humanities and Social Sciences Communications, 11(1), 1–13. https://doi.org/10.1057/s41599-024-03618-w.
Ali-Alsaadi, A. A., Cabeza-Ramírez, L. J., Santos-Roldán, L., & González-Mohíno, M. (2025). Understanding customer loyalty in fast-food restaurants: Exploring the moderating effect of relational benefits in the United Arab Emirates. SAGE Open, 15(2), 1–20. https://doi.org/10.1177/21582440251339805.
Bansal, H. S., & Taylor, S. F. (1999). The service provider switching model (SPSM): A model of consumer switching behavior in the services industry. Journal of Service Research, 2(2), 200–218. https://doi.org/10.1177/109467059922007.
Bansal, H. S., Taylor, S. F., & James, Y. S. (2005). “Migrating” to new service providers: Toward a unifying framework of consumers’ switching behaviors. Journal of the Academy of Marketing Science, 33(1), 96–115. https://doi.org/10.1177/0092070304267928.
Bernarto, I., Juliana, J., & Djakasaputra, A. (2022). What drives customer satisfaction? Evidence from customer fast food restaurant Indonesia. Jurnal Aplikasi Bisnis dan Manajemen, 8(3), 711–723. https://doi.org/10.17358/jabm.8.3.711.
Chang, P.-C., & Chiu, Y.-P. (2023). Factors influencing switching intention and customer retention of over-the-top (OTT) viewing behavior in Taiwan: The push–pull–mooring model. Emerging Media, 1(2), 196–217. https://doi.org/10.1177/27523543231210140.
Chin, W. W. (1998). The partial least squares approach to structural equation modeling.
Chun, S. H., & Nyam-Ochir, A. (2020). The effects of fast food restaurant attributes on customer satisfaction, revisit intention, and recommendation using DINESERV scale. Sustainability (Switzerland), 12(18), 1–19. https://doi.org/10.3390/SU12187435.
Claes Fornell, & Larcker, D. F. (2012). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.2307/3151312.
Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications.
Dam, S. M., & Dam, T. C. (2021). Relationships between service quality, brand image, customer satisfaction, and customer loyalty. Journal of Asian Finance, Economics and Business, 8(3), 585–593. https://doi.org/10.13106/jafeb.2021.vol8.no3.0585.
Etikan, I., & Bala, K. (2017). Sampling and sampling methods. Biometrics & Biostatistics International Journal, 5(6), 215–217. https://doi.org/10.15406/bbij.2017.05.00149.
Firdaus, A., Malini, H., Afifah, N., Azazi, A., & Fitriana, A. (2023). The influence of service quality and perceived risk on repurchase intention with customer satisfaction as mediation. Enrichment: Journal of Management, 13(5), 3082–3096.
Fitri, R., & Mardikaningsih, R. (2023). Factors affecting repurchase intentions of meat at Superindo: Product variety, perceived risk, and price perception. International Journal of Service Science, Management, Engineering, and Technology, 4(1), 11–19.
Gudykunst, W. B., Ting-Toomey, S., & Chua, E. (1988). Culture and interpersonal communication. Sage Publications, Inc.
Gunawan, M. W., & Widagda, K., I. G. N. J. A. (2025). The role of trust in moderating the effect of feel experience on repurchase intention. Jurnal Nusantara Aplikasi Manajemen Bisnis, 10(1), 61–78. https://doi.org/10.29407/nusamba.v10i1/23279.
Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. Springer Nature.
Hanaysha, J. R., & Pech, R. J. (2018). Brand prestige and the mediating role of word of mouth in the fast food industry. Global Business Review, 19(6), 1494–1514. https://doi.org/10.1177/0972150918794736.
Harmawati, E. S., & Dewanti, R. L. (2023). The influence of brand image, service quality, and customer satisfaction on repurchase intention. Journal of Management and Business Insight, 1(1), 41–47. https://doi.org/10.12928/jombi.v1i1.407.
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11–12). https://doi.org/10.1108/03090560310495456.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8.
Hofstede, G. (2001). Culture’s consequences: Comparing values, behaviors, institutions and organizations across nations. Sage publications.
Inoni, O. (2021). Customer satisfaction and repurchase decision: Evidence from fast food restaurants. Izvestiya Journal of the University of Economics - Varna, 65(3), 309–329. https://doi.org/10.36997/IJUEV2021.65.3.309.
Izzuddin, H. (2022). Rocket Chicken punya 1200-an cabang, owner bagikan rahasia suksesnya. Mojok.
Jin, N. (Paul), Line, N. D., & Merkebu, J. (2016). The impact of brand prestige on trust, perceived risk, satisfaction, and loyalty in upscale restaurants. Journal of Hospitality Marketing and Management, 25(5), 523–546. https://doi.org/10.1080/19368623.2015.1063469.
Jones, M. A., Mothersbaugh, D. L., & Beatty, S. E. (2000). Switching barriers and repurchase intentions in services. Journal of Retailing, 76(2), 259–274. https://doi.org/10.1016/S0022-4359(00)00024-5.
Kiatkawsin, K., & Sutherland, I. (2020). Examining luxury restaurant dining experience towards sustainable reputation of the Michelin restaurant guide. Sustainability (Switzerland), 12(5). https://doi.org/10.3390/su12052134.
Krisna, K. C. M., Kristinae, V., Meitiana, M., & Syamsudin, A. (2025). The influence of price perception and product quality on repurchase decision through customer satisfaction as an intervening variable at Pizza Hut Restaurant, Palangka Raya Branch. International Journal on Social Science, Economics and Art, 15(1), 7–8. https://doi.org/https://doi.org/10.35335/ijosea.v15i1.729.
Liu, S. F., Li, Z. X., & Zhang, Y. (2023). Sustainable operation of fine-dining restaurants: Antecedents and consequences of customers’ self-image congruity at a Cantonese Michelin-starred restaurant based on the value-attitude-behavior model. Sustainability (Switzerland), 15(3). https://doi.org/10.3390/su15032421.
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.
Maulana, Y. (2020). Rocket Chicken, terus meroket dengan kemitraan. SWA.
Nurul, F., & Abror. (2023). The effect of service quality and food quality on repurchase intention with customer satisfaction as a mediation variable. Marketing Management Studies, 3(4), 418–430. https://doi.org/10.24036/mms.v3i4.417.
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(1999), 33–44.
Ping JR, R. A. (1993). The effects of satisfaction and structural constraints on retailer exciting, voice, loyalty, opportunism, and neglect. Journal of Retailing, 69(3), 320–352.
Prasetyo, Y. T., Castillo, A. M., Salonga, L. J., Sia, J. A., Chuenyindee, T., Young, M. N., Persada, S. F., Miraja, B. A., & Redi, A. A. N. P. (2021). Factors influencing repurchase intention in drive-through fast food: A structural equation modeling approach. Foods, 10(6). https://doi.org/10.3390/foods10061205.
Ramalan, S. (2024). Begini kondisi KFC usai rugi Rp557 miliar, tutup 47 gerai dan PHK 2.274 karyawan. Okezone.
Research, G. V. (2024). Fast food market size, share & trends analysis report by product type (burgers/sandwiches, pizza/pasta, Asian/Latin American food, seafood), by region, and segment forecasts. Grand View Research.
Sarjono, H., Georvano, V., Hartono, H., Julius, O., & King, B. (2023). The influence of brand prestige, service quality, food quality, and perceived value on customer satisfaction in the fast-food industry. Hartono, 1286–1298. https://doi.org/10.46254/na07.20220302.
Seo, K. H., & Lee, J. H. (2025). The impact of service quality on perceived value, image, satisfaction, and revisit intention in robotic restaurants for sustainability. Sustainability (Switzerland), 17(16), 1–16. https://doi.org/10.3390/su17167422.
Suhartanto, D., Arsawan, I. W. E., Leo, G., & Dean, D. (2025). Why we choose culturally themed restaurants: The role of taste, identity, and community. British Food Journal.
Surawilaga, R. R. L. (2024). SEIKO: Journal of Management & Business. Peran trust dalam memediasi luxury brand terhadap repurchase intention dengan moderasi social influence. 7(2), 599–616.
Tj, H. W., & Widjaja, B. T. (2024). The role of relational benefits and brand experience in forming customer perceived value and its impact on e-WOM and willingness to pay more. Uncertain Supply Chain Management, 12(3), 2023–2030. https://doi.org/10.5267/j.uscm.2024.2.004.
Veas-González, I., Carrión-Bósquez, N. G., Serrano-Malebran, J., Veneros-Alquinta, D., García-Umaña, A., & Campusano-Campusano, M. (2024). Exploring the moderating effect of brand image on the relationship between customer satisfaction and repurchase intentions in the fast-food industry. British Food Journal, 126(7), 2714–2731. https://doi.org/10.1108/BFJ-01-2024-0077.
Wardani, E. K., & Purwanto, S. (2023). The impact of store atmosphere and perceived quality on repurchase intention of Janji Jiwa Coffee Shop customers in Surabaya. Management Studies and Entrepreneurship Journal, 4(5), 6631–6639.
Wijaya, P. Y., Ali, J. K., & Suasih, N. N. R. (2025). What drives customers to return? Exploring repurchase intention in healthy self-service restaurants across different age groups. British Food Journal, 1–17. https://doi.org/10.1108/BFJ-05-2025-0665.
Zhou, S., & Hudin, N. S. (2025). How does in-store and online shopping experiences influence repurchase intentions in Shandong, China? Roles of perceived value, brand trust, and customer satisfaction. PLoS One, 20(8 August), e0321485. https://doi.org/10.1371/journal.pone.0321485.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Denzel Sudjono, Heriyadi Heriyadi, Bintoro Bagus Purmono, Wenny Pebrianti, Ahmadi Ahmadi
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
