PENGARUH KUALITAS PELAYANAN, HARGA, DAN INOVASI RASA TERHADAP KEPUTUSAN PEMBELIAN ULANG PADA TOKO HACHI DONUT MOJOKERTO

Abstract

Donuts are one type of food that has quite a promising market opportunity. The need for donuts in certain events has become a natural thing to fulfill. This will certainly encourage the number of businesses that sell donuts. This phenomenon has implications in the form of intense competition between business actors, especially those engaged in the same field, in fighting over and controlling the market. This study aims to determine the effect of service quality, price, and taste innovation on the decision to repurchase Hachi Donut Mojokerto food products. The population in this study were consumers who had purchased products at the Hachi Donut Mojokerto store within one month with a total of 1.000 people. The number of samples is 286 respondents obtained from formula calculations slovin at a confidence level of 95% with an accidental technique. Data collection was done by interview using a questionnaire. The analytical method used in this study is the analysis of the outer model, inner model, and hypothesis testing with the help of the Smart PLS (Partial Least Square) software program using the booststrapping method or random multiplication. The results of this study indicate that service quality, price, and taste innovation significantly influence product purchasing decisions at the Hachi Donut Mojokerto store