ATMOJO, LUTHFI BAMBANG PRIO (2025) PENGARUH CITA RASA, VARIASI PRODUK, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN ULANG DI WIZZMIE MADIUN (STUDI KASUS PADA MASYARAKAT KOTA MADIUN). S1 thesis, Universitas PGRI Madiun.
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Abstract
This study aims to analyze the influence of taste, product variety, and service quality towards consumers repurchase decisions at Wizzmie Madiun. In an era of increasingly competitive culinary business, understanding the factors influencing customer loyalty is crucial to maintaining a business's existence. Wizzmie Madiun was chosen as the research object due to its success in attracting customers through its distinctive spicy noodle flavor, menu diversity such as sushi and rice bowls, and relatively fast service despite long queues. This study used a quantitative approach with a survey method. The population in this study were Wizzmie Madiun consumers who had made at least two purchases. A sample of 385 respondents was selected using a purposive sampling technique. Data collection was conducted online via Google Forms. Data analysis used SPSS version 25 software. The independent variables in this study were taste, product variety, and service quality; while the dependent variable was re-purchase decisions. The results of the study indicate that the three independent variables—taste, product variety, and service quality—have a positive and significant influence towards repeat purchase decisions.
| Item Type: | Thesis/Skripsi/Tugas Akhir (S1) |
|---|---|
| Kata Kunci: | Taste; Product Variety; Service Quality; Repeat Purchase Decisions. |
| Subjects: | A Social Sciences > HA Statistics A Social Sciences > HB Economic Theory A Social Sciences > HC Economic History and Conditions A Social Sciences > HG Finance |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | LUTHFI BAMBANG PRIO ATMOJO |
| Date Deposited: | 14 Oct 2025 04:21 |
| Last Modified: | 14 Oct 2025 04:21 |
| URI: | http://eprint.unipma.ac.id/id/eprint/5352 |
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