PRODUCT, SERVICE, AND HUMAN RESOURCE PERFORMANCE AND REPURCHASE INTENTION THROUGH CORPORATE IMAGE AND CUSTOMER SATISFACTION: A STRUCTURAL EQUATION MODELING STUDY OF PIZZA HUT FRANCHISE IN INDONESIA

Abstract

Falling sales and store closures in the quick-service restaurant industry make customer retention a strategic issue. This study examines the effects of product performance, service performance, and human resource (HR) performance on repurchase intention through corporate image and customer satisfaction among Pizza Hut customers in Indonesia, operated by PT Sarimelati Kencana Tbk. The study employs an explanatory quantitative survey design and variance-based structural equation modeling (PLS-SEM). The model consists of nine direct hypotheses and nine specific indirect effects. The population comprises consumers aged 17 years or older who purchased Pizza Hut products through restaurant or delivery channels within the previous three months. Purposive sampling is used with a target of at least 300 respondents. The instrument employs a Likert scale and indicators adapted from established studies. The measurement model is assessed through outer loadings, internal consistency reliability, AVE, HTMT, and VIF, while the structural model is assessed using path coefficients, R², f², Q², bootstrapping, and mediation analysis. The empirical results must be populated from the actual SmartPLS output based on respondent data; path coefficients, t-statistics, p-values, R², Q², and mediation effects cannot legitimately be determined from the source manuscript because the survey dataset is not included. Therefore, this manuscript provides a complete publication-ready structure and argumentation, while all empirical values must be derived from the actual dataset.