The Effect of Perceived Price and Delivery Quality on Repurchase Intention of Nasi Bakar Bucik An via GoFood

Deshinta Rachman; Driya Wiryawan; Mutiasari Nur Wulan

doi:10.63922/ijbqr.v4i03.4771

Deshinta Rachman Udityas Universitas Lampung
Driya Wiryawan Universitas Lampung
Mutiasari Nur Wulan Universitas Lampung

DOI: https://doi.org/10.63922/ijbqr.v4i03.4771

Keywords: Perceived Price, Delivery Quality, Repurchase Intention, Online Food Delivery, GoFood

Abstract

This research examines the influence of perceived price and delivery quality on consumers’ repurchase intention toward Nasi Bakar Bucik An through the GoFood platform in Bandar Lampung. Earlier studies have produced mixed results concerning the impact of perceived price and delivery quality on repurchase intention, especially within Indonesia’s local online food delivery sector. To address this empirical inconsistency, the study applies the Means–End Chain (MEC) Theory as the underlying framework. A quantitative research design was implemented using purposive sampling, involving 140 respondents who had previously ordered Nasi Bakar Bucik An via GoFood. Data collection was conducted through online questionnaires, and the data were analyzed using multiple linear regression with IBM SPSS Statistics 27. The findings reveal that both perceived price and delivery quality positively and significantly affect repurchase intention. Among the two variables, delivery quality demonstrates the greatest contribution in encouraging consumers to make repeat purchases. The study enriches the literature on online food delivery services by highlighting the role of reasonable pricing and dependable delivery performance in enhancing customer loyalty and retention for local culinary enterprises operating through digital platforms.

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