Pengaruh Kualitas Pelayanan, Khas Rasa dan Pengalaman Berbelanja Secara Offline Terhadap Keputusan Pembelian Ulang Konsumen Pempek Beringin Palembang
DOI:
https://doi.org/10.32493/frkm.v8i2.48067Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh Kualitas Pelayanan, Khas Rasa, dan Pengalaman Berbelanja Secara Offline terhadap Keputusan Pembelian Ulang konsumen Pempek Beringin Radial Palembang. Menggunakan metode kuantitatif deskriptif, penelitian ini melibatkan 97 responden yang dipilih dengan teknik Accidental Sampling dan dihitung menggunakan Rumus Lemeshow. Data dikumpulkan melalui kuesioner dan dianalisis dengan regresi linier berganda. Hasil penelitian menunjukkan bahwa Kualitas Pelayanan memiliki koefisien regresi 0.514, artinya peningkatan 1% pada variabel ini meningkatkan Keputusan Pembelian Ulang sebesar 0.514. Khas Rasa memiliki koefisien regresi 0.642, sementara Pengalaman Berbelanja sebesar 0.768, yang menunjukkan bahwa variabel ini memiliki pengaruh terbesar terhadap keputusan pembelian ulang. Dengan asumsi variabel independen lainnya tetap konstan, dapat disimpulkan bahwa semakin baik kualitas pelayanan, khas rasa, dan pengalaman berbelanja, semakin tinggi kemungkinan konsumen melakukan pembelian ulang.
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