The Influence of Product Innovation and Customer Satisfaction Level on Repurchase Intention: A Study on the Markikas Kitchen Catering Culinary Business in Makassar City
This study aims to determine the effect of product innovation on repurchase intention mediated by customer satisfaction at Catering Markikas Kitchen. The study uses a descriptive quantitative method (Path Analysis) and uses Smart-PLS as a test tool. In the research sample through probability sampling techniques, simple random sampling of a population of 298 and a sample of 100 respondents who are classified as Catering Markikas Kitchen customers. The results of the direct effect analysis show that product innovation has a positive and significant effect on repurchase intention and customer satisfaction. In addition, the results of the indirect effect analysis show that product innovation has a positive and significant effect on repurchase intention through customer satisfaction. Suggestions that can be given to Catering Markikas Kitchen business owners are to continue to innovate but still maintain the taste and quality of the product. However, other factors must be considered to continue to support customer satisfaction and create repurchase intention.