PENGARUH BRAND EXPERIENCE, CITA RASA, DAN VARIASI MENU TERHADAP MINAT BELI ULANG DI KEDAI SERABI BANDUNG

Abstract

The objective of this study is to examine the impact of brand experience, flavor perception, and menu diversity on the inclination of customers to make repeat purchases at Kedai Serabi Bandung. The research approach employed is quantitative in nature. The research population encompasses all patrons who have completed transactions at Kedai Serabi Bandung, with a subset of 65 participants forming the research sample. The sampling method employed is non-probabilistic, specifically utilizing purposive sampling. This sample was subsequently subjected to validity and reliability tests, classical assumption evaluations, multiple linear regression analyses, significance assessments (t-tests), and coefficient of determination computations (R2). Based on the outcomes of the analysis, the findings of this investigation reveal that Flavor Perception and Menu Diversity significantly and positively influence the intention to make repeat purchases, while Brand Experience does not exert a discernible influence on the intention to make repeat purchases.