Pengaruh Variasi Produk dan Labelisasi Halal terhadap Kepuasan Konsumen untuk Meningkatkan Minat Beli Ulang (Studi pada Konsumen Tulip Bakery, Cakes, & Coffee Shop di Kabupaten Purworejo)
DOI:
https://doi.org/10.35870/jemsi.v11i6.5302Keywords:
Diversity Of Product Offerings, Halal Marking, Customer Satisfaction, Repet Purchase IntentionAbstract
Competition in the rapidly growing business industry makes large sector industries compete to introduce their products and services to consumers. This competition does not only affect large industries, but also small businesses or MSMEs. This study intends to examine in depth the extent to which product variety and the application of halal labels contribute to customer plans to repurchase Tulip Bakery, Cakes, & Coffee Shop products with customer satisfaction as an intermediary. This study applies a quantitative approach through the process of collecting data through a survey using a questionnaire as the main way of collecting primary data. This survey involved 130 respondents who had purchased or consumed products from Tulip Bakery, Cakes, & Coffee Shop. The data obtained were analyzed with SPSS 25 ver. which shows that the provision of product diversity and halal labeling significantly helps increase customer satisfaction so that it can increase their likelihood of repurchasing. Furthermore, the study results confirm that when customers feel happy, it significantly influences their desire to purchase again, so that customer satisfaction acts as a link in the influence of product diversity and halal labeling on repurchase intention.
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