Pengaruh Harga, Inovasi Produk, dan Pengalaman Pelanggan terhadap Minat Beli Ulang di Momoyo Ice Cream & Fruity Cabang Pancing Medan

Abstract

This study aims to determine the effect of price, product innovation, and customer experience on repurchase intention. This study uses an associative research method with a quantitative approach. The type of data used is primary data in the form of questionnaires directly given to consumers of Momoyo Ice Cream & Fruity Pancing Branch Medan and secondary data obtained from the analysis of previous studies. The population of this study is Momoyo Ice Cream & Fruity Branch Pancing Medan consumers, whose number is unknown. The sample size in this study is 95 people, with the sampling technique using purposive sampling. The analysis method used is multiple linear regression analysis processed using SPSS 25. The results of the study indicate that price, product innovation, and customer experience simultaneously have a positive and significant effect on repurchase intention. Partially, price has a positive and significant effect on repurchase intention, product innovation has a positive and significant effect on repurchase intention, and customer experience has a positive and significant effect on repurchase intention.