PENGARUH PENGALAMAN KONSUMEN DAN KEANEKARAGAMAN PRODUK TERHADAP KEPUASAN DAN MINAT BELI ULANG KONSUMEN

Abstract

This research aims to test the influence product and product variety which is mediate by consumers satisfaction as intervening variable to buying interest. The population that used in this research is consumers who has buying at Doremi Resto Surabaya. The sample taking technique using accidental sampling with the sample as many as 100 respondents. The analysis technique that been used is path analysis using SPSS (Statistical Product and Service Solutions) tool. The results of this research indicates that consumer experience has a significant effect on repurchase interest, because the higher the level of consumer buying experience, it will further increase the buying interest of the restaurant. Product diversity has a significant influence on repurchase interest, because the higher the level of product diversity in purchasing, the consumer will feel diverse while choosing the product and increasing interest in repurchase. Consumer experience has a significant influence on the interest of buy back and consumer satisfaction which becomes the mediation variable, because the consumer experience in buying repeat can be through customer satisfaction which has been happened previously purchased. The product diversity significantly influences the buying interest and customer satisfaction that becomes the variable of mediation, because the diversity of the product can fulfill the desire of each different consumer and the consumer is satisfied to create the buy back at the restaurant.
Keywords: consumer experience, product diversity, customer satisfaction, re-buying interest.