SKRIPSI: Pengaruh Promosi Penjualan, Kualitas Layanan, dan Kepuasan Pelanggan terhadap Niat Beli Ulang pada Kopi Njongke Yogyakarta

ZULVANI, Kelvin (2024) SKRIPSI: Pengaruh Promosi Penjualan, Kualitas Layanan, dan Kepuasan Pelanggan terhadap Niat Beli Ulang pada Kopi Njongke Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

The culinary or food & beverage business is a business field that attracts the interest of many people, because the profits obtained are quite large. Apart from that, food and drink are basic needs for everyone so business opportunities are very open. The development of the food & beverage business in Indonesia is increasing from year to year. The aim of this research is to analyze the influence of sales promotions, service quality and customer satisfaction on repeat purchase intentions at Kopi Njongke Yogyakarta. The samples in this research were consumers who had visited and purchased with the intention of repurchasing products at Kopi Njongke Yogyakarta. The sampling technique used in this research is Non Probability Sampling with the lowest sample size used in this research being 10x14 = 140 respondents. Data analysis uses multiple linear regression analysis using the IBM SPSS Statistics 25 program. The results of the analysis show that the sales promotion variable (X1) has a positive and significant influence on repurchase intention, the service quality variable (X2) has a positive and significant influence on repurchase intention , the customer satisfaction variable (X3) has a positive and significant influence on repurchase intentions.

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