PENGARUH VARIASI PRODUK, EXPERIENTIAL MARKETING, DAN KUALITAS PELAYANAN TERHADAP MINAT PEMBELIAN ULANG KONSUMEN PADA KEDAI VANKO DI SURABAYA

Abstract

This research analyzed the effect of product variation, Experiential Marketing, and service quality on the consumers’ repurchasing interest at Kedai Vanko in Surabaya. Coffee shops are a business that has quite a tight level of competition. Consumer interest in repurchasing products owned by a company is a very important thing. The research was descriptive-quantitative. Moreover, the data collection technique used purposive sampling. In line with that, 98 respondents had repurchased interest in Kedai Vanko products. Furthermore, the instrument in the data collection technique used questionnaires. The questionnaires were distributed to the respondents. The data analysis technique also used multiple linear regression with SPSS (Statistical Product and Service Solution). The instrument testing used validity and reliability tests. The result concluded that product variation had a positive and significant effect on the consumers’ repurchasing interest at Kedai Vanko in Surabaya. Likewise, Experiential Marketing had a positive and significant effect on the consumers’ repurchasing interest at Kedai Vanko in Surabaya. Similarly, service quality had a positive and significant effect on the consumers’ repurchasing interest at Kedai Vanko in Surabaya.