ANALISIS PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK DAN PROMOSI PENJUALAN TERHADAP MINAT BELI ULANG (Studi pada Konsumen Buket Koffee and Jazz)

Abstract

Nowadays, coffee shop business started to grows in Indonesia since Starbucks entered Indonesia‟s coffee shop markets. Starbucks able to bring another franchisors entered Indonesia‟s market. This phenomenon rides business people to set up their own coffee shop. Market segments not just covers „the oldies‟, but also covers the youth, in this case are students and college students. This study was carried out at Kedai Kopi “Buket Koffee+Jazz” in Jatisari no 4. Tembalang. This study aims to determine the effect of service delivering quality, product quality, and sales promotion towards consumer‟s repurchase intention. This study‟s data were collected by using survey method with questinnaire tools, both using open and closed questionnaire to 75 respondents. Analyzes used multiple linear regression analysis. From the results of regression analysis can be seen that all variables are effect on costumer repurchase intention, it means that, if there is a changes on one or more independent variable, it will effect on its dependent variable. The result also shown that the quality of product has the greatest influence. Therefore, it can be recommend to Buket to continue in maintenance and improvement the quality of its products, along with improvement and creation of quality service delivering and sales promotion, so that it will generate in customer‟s repurchase intention.