Pengaruh Variasi Produk Dan Kualitas Pelayanan Terhadap Minat Beli Ulang Konsumen Di Alur Cafe Probolinggo
DOI:
https://doi.org/10.51747/gs545r75Keywords:
product variety, service quality, repurchase intentionAbstract
The rapid growth of the café business in Indonesia requires business owners to enhance their attractiveness in order to retain customers. One of the efforts that can be made is by providing diverse product variations and delivering optimal service quality to increase customers' repurchase intention. This study aims to determine the influence of product variation and service quality on consumers’ repurchase intention at Alur Cafe Probolinggo. The research method was designed based on a quantitative approach with an emphasis on descriptive explanation. The data were collected through the distribution of questionnaires and then converted using a Likert scale as the measurement tool for each questionnaire item. The analysis was continued using the Partial Least Squares (PLS) application as the basis for testing validity, reliability, and the relationships among variables. The results of the analysis show that service quality has a positive and significant effect on consumers’ repurchase intention with a t-statistic value of 2.776 and a p-value of 0.006. In addition, product variation and service quality also show a strong influence on consumers’ repurchase intention with an R-square value of 0.721. This indicates that both variables explain 72% of the variation in consumers’ repurchase intention. Therefore, overall results suggest that improving product variation and service quality are crucial determinants in encouraging consumer behavior, particularly in influencing their intention to make repeat purchases at Alur Cafe Probolinggo.
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