The fast-food industry in Indonesia, especially noodle-based chains like Mie XYZ, has seen
rapid growth, particularly in Jakarta. While Mie XYZ has gained popularity through its
unique products and strong online presence, the brand faces challenges in maintaining
customer satisfaction, trust, and loyalty. Additionally, there is growing consumer demand for
sustainable practices and social media engagement, making these factors crucial for business
success.
This study aims to address the research gap by examining how Mie XYZ's focus on product
quality, social media presence, and environmental efforts influences customer satisfaction and
repurchase intention. The quantitative research was conducted using SEM-PLS, with data
collected from 155 respondents who are regular customers of Mie XYZ in Jakarta.
The results showed that consistent product quality, positive social media reviews, and
sustainable practices significantly impact customer satisfaction and trust, leading to higher
repurchase intention. These findings suggest that Mie XYZ should prioritize improving its
product, strengthening its social media engagement, and adopting more eco-friendly
initiatives to enhance customer loyalty and maintain a competitive edge.