PENGARUH DESAIN PRODUK DAN VARIASI PRODUK TERHADAP MINAT BELI ULANG MELALUI KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL INTERVENING (STUDI EMPIRIS PADA UMKM FAUZAN KONVEKSI MADIUN)

TIKA DEWI, BERLIAN (2026) PENGARUH DESAIN PRODUK DAN VARIASI PRODUK TERHADAP MINAT BELI ULANG MELALUI KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL INTERVENING (STUDI EMPIRIS PADA UMKM FAUZAN KONVEKSI MADIUN). S1 thesis, Universitas PGRI Madiun.

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Abstract

The increasingly fierce competition among garment-manufacturing MSMEs demands improvements in product design and variety to drive purchasing decisions and repeat purchase intent. This study aims to analyze the influence of product design and product variety on repeat purchase intent through purchasing decisions among consumers of Fauzan Konveksi, an MSME in Madiun. The study employed a quantitative approach involving 384 respondents selected through purposive sampling. Data were collected via a Likert-scale questionnaire and analyzed using path analysis and the Sobel test with IBM SPSS Statistics. The results show that product design and product variety have a positive and significant effect on purchase decisions and repurchase intention. Purchase decisions also mediate the influence of these two variables on repurchase intention. The research model explains 37.2% of the variation in repurchase intention. These results highlight the importance of improving product design and variety to encourage consumer repurchases.

Item Type: Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci: Product Design; Product Variations; Purchase Decisions; Repurchase Intent
Subjects: A Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
A Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: DEWI TIKA BERLIAN
Date Deposited: 22 Oct 2026 03:28
Last Modified: 22 Oct 2026 03:28
URI: http://eprint.unipma.ac.id/id/eprint/10447

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