The Mediation Effect of Customers’ Satisfaction and Trust among Food Quality and Intentions Product Purchasing Fast Food via Online in Osteria Restaurant and Burger King

Abstract

The purpose of this study is to examine the mediation effect of customers’ satisfaction and trust on food quality and purchasing intention. It refers to food products online, fast food in Osteria restaurants, and Burger King. The participants of this study are in total of 310 samples and used questionnaire to collect the data. Also, this study used mediation analysis using Smart PLS 3.0 version tools. The result of this research revealed positive and significant relationships between food quality and customers’ satisfaction. On the other hand, there is significantly mediation effect of customer’s satisfaction and trust, on food quality and purchasing intentions online for fast food in Osteria restaurant and Burger King. Therefore, the restaurants referred are recommended to maintain food quality, guaranteeing customers’ satisfaction and trust to increase customer’s online purchasing intentions.