The Effect of Food Quality, Price, and Menu Variety on Consumer Repurchase in Restaurant

Repurchase intention is essential for sustaining the competitiveness of hotel restaurants because repeat guests contribute to long-term profitability and customer loyalty. Although previous studies have examined the effects of food quality, price, and menu variety on customer behaviour, limited research has simultaneously investigated their relationships with repurchase intention through the mediating role of guest satisfaction in the context of hotel restaurants. Therefore, this study aims to examine the direct and indirect effects of food quality, price, and menu variety on repurchase intention, with guest satisfaction serving as a mediating variable. A quantitative causal research design was employed using a survey of 220 guests who had dined at Tjokro Restaurant, Grand Tjokro Hotel Yogyakarta. Data were collected through a structured questionnaire and analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings reveal that food quality and menu variety have positive and significant effects on both guest satisfaction and repurchase intention. Price has a significant negative effect on guest satisfaction but does not directly influence repurchase intention. Guest satisfaction positively affects repurchase intention and significantly mediates the relationships between food quality, price, menu variety, and repurchase intention. These findings demonstrate that repeat-purchase behaviour in hotel restaurants is driven not only by product-related attributes but also by guests' overall satisfaction with their dining experience. The study contributes to hospitality marketing literature by clarifying the mediating role of guest satisfaction and provides practical guidance for hotel managers in designing effective menu, pricing, and food quality strategies to encourage repeat patronage.