Brand Image as Mediator: Food and Facility Quality's Impact on Purchase Intention in North Sumatra

This study investigates the declining purchase intention in a restaurant ABC in North Sumatra, driven by challenges related to brand image, food quality, and facility quality. Data shows fluctuating sales revenue, with a significant drop in 2023, accompanied by negative customer reviews on parking, cleanliness, and inconsistent food quality. These phenomena highlight critical areas of concern that directly influence customer behavior. Through a quantitative approach utilizing customer questionnaires and multiple linear regression analysis, the study evaluates the impact of food quality and facility quality on purchase intention, with brand image serving as a mediator. Results indicate a positive relationship among these variables, with food quality exerting the strongest influence. The findings are contextualized against prior research to emphasize the unique challenges faced in North Sumatra. The study concludes that addressing gaps in food quality, enhancing brand image, and improving facilities can significantly boost customer purchase intention. Practical recommendations are provided to guide businesses in North Sumatra in implementing strategies for sustained growth and customer satisfaction.