Saputra, Frendy Eka (2024) Pengaruh Kualitas Layanan, Harga, dan Promosi terhadap Minat Beli Ulang pada Kedai Kopi di Rukun Warga Kopi Kabupaten Blitar. Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

The rapid development of the coffee shop business in Indonesia is a reflection of the coffee consumption trend that has increased significantly in recent years. This phenomenon shows that coffee shops are not only places to enjoy coffee, but have also become part of the lifestyle of modern society. In this context, this study aims to examine the effect of service quality, price, and promotion on repurchase intention at Kedai Kopi Rukun Warga Kopi. The data analysis method uses SPSS, involving respondents who are regular customers of the coffee shop.
The results showed that service quality, price, and promotion have a significant influence on repurchase intention. Service quality, particularly reliability and physical evidence, proved to be the dominant factor influencing repurchase intention. Adequate physical facilities and attractive interior design at Kedai Kopi Rukun Warga Kopi have increased consumer repurchase intention. In addition, competitive prices and effective promotions also contribute to increasing repurchase intention. Discounts, rebates, and sales promotions offered by coffee shops have succeeded in increasing consumer attractiveness to make repeat purchases.
In this context, this study makes an important contribution to understanding the factors that influence repurchase intention in the coffee shop industry. The practical implication of this study is the importance of managing service quality, customer satisfaction, and customer satisfaction.

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