PENGARUH VARIASI PRODUK, HARGA, DAN CUSTOMER EXPERIENCE TERHADAP MINAT BELI ULANG KONSUMEN ROTI MAWARID DI PONDOK PESANTREN ROUDLOTUL „ULUM DESA KARANGTANJUNG, ALIAN, KEBUMEN

Anisa Ismail; Siti Ngatikoh

Anisa Ismail Institut Agama Islam Nahdlatul Ulama Kebumen
Siti Ngatikoh Institut Agama Islam Nahdlatul Ulama Kebumen

Keywords: Product variation, price, customer experience, consumer repurchase interest

Abstract

This study aims to determine: (1) the effect of product variations on the repurchase interest of Mawarid Roti consumers, (2) the effect of price on the repurchase intention of Mawarid Roti consumers, (3) the influence of customer experience on the repurchase interest of Mawarid Roti consumers, (4) the most dominant variable influencing consumer repurchase intention.

The research method used in this research is quantitative. The population in this study were consumers of Mawarid bread who had bought it more than twice. The sampling technique used was purposive sampling method with a total sample of 68 people. The data collection technique uses a questionnaire that has been tested for validity and reliability. The data analysis technique used to answer the hypothesis is multiple regression.

The results of this study indicate that: (1) there is a positive influence on product variety on consumer repurchase intention of Mawarid bread. This is evidenced by the value of tcount greater than ttable (3.162>0.678) and a significance value that is smaller than 0.05 (0.002<0.05); (2) there is a positive effect on the price of consumers- repurchase interest of Mawarid bread. This is evidenced by the value of tcount greater than ttable (2,042>0.678) and a significance value that is smaller than 0.05 (0.045<0.05); (3) there is a positive influence on customer experience on consumer repurchase interest in Mawarid bread. This is evidenced by the value of tcount greater than ttable (2.792> 0.678) and a significance value that is smaller than 0.05 (0.007 <0.05); (4) there is a positive effect on product variations on consumer repurchase interest in Mawarid bread. This is evidenced by the value of tcount greater than ttable (2.75) and a significance value that is smaller than 0.05 (0.001). Variations in products, prices, and customer experience affect repurchase interest by 80.4%, and the remaining 19. ,6% influenced by other independent variable