Pengaruh E-Wom, Price, dan Service Quality terhadap Repurchase Intention pada Produk Mixue Ice Cream and Tea Gerai Cabang Dr. Mansyur Medan

Abstract

The purpose of this research is to determine and analyze the influence of E-WOM, Price, Service Quality on Repurchase intention for Mixue Ice Cream and Tea Products (Case Study of Mixue Ice Cream and Tea consumers at Dr. Mansyur branch outlets). The population in the study were customers of the Mixue Ice Cream and Tea branch of Dr. Mansyur, the sample used in this study was 96 people. The data collection technique in this research uses a questionnaire or questionnaire technique. Data analysis techniques use descriptive analysis and multiple linear regression analysis. Data processing in research uses SPSS 26. Based on partial research results, it shows that E-WOM has a positive and significant effect on Repurchase Intention, Price has a negative and insignificant effect on Repurchase Intention, Service Quality has a positive and significant effect on Repurchase Intention and simultaneously the variable E -WOM, Price and Service Quality have a significant effect on Repurchase Intention. And based on the coefficient of determination the independent variable is able to influence the dependent variable by 50.1%.