PENGARUH KUALITAS PELAYANAN KASIR TERHADAP MINAT PEMBELIAAN KEMBALI MELALUI KEPUASAN DAN LOYALITAS PELANGGAN GENERASI MILENIAL DAN GENERASI Z DI CABANG ROCKET CHICKEN KUNDURAN, BLORA

Abstract

This study aims to analyze the impact of cashier service quality on customer satisfaction, loyalty, and repurchase intention, as well as to examine the mediating roles of customer satisfaction and loyalty. The study employs a quantitative, causal-associative design. The research population consists of customers who have previously transacted with the subject of the study, and a sample of 150 respondents was selected using purposive sampling. Data were collected via Likert-scale questionnaires and analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, and path analysis. The results indicate that all research instruments are valid and reliable. Classical assumption tests confirm that the data are normally distributed, free from multicollinearity, and show no evidence of heteroscedasticity. Regression analysis reveals that cashier service quality has a positive and significant influence on customer satisfaction (β = 0.983; p < 0.05), customer loyalty (β = 0.963; p < 0.05), and repurchase intention (β = 0.941; p < 0.05).Furthermore, customer satisfaction has a positive and significant influence on customer loyalty (β = 0.978; p < 0.05) and repurchase intention (β = 0.958; p < 0.05), while customer loyalty also exerts a positive and significant influence on repurchase intention (β = 0.982; p < 0.05). Path analysis results demonstrate that customer satisfaction and loyalty mediate the effect of cashier service quality on repurchase intention. The coefficient of determination of 88.5% indicates that the research variables explain 88.5% of repurchase intention, while factors outside the research model account for the remaining 11.5%. Therefore, improving cashier service quality can enhance customer satisfaction and loyalty, ultimately leading to increased repurchase intention.