Pengaruh Customer Experience, Menu Variety, dan Price Perception Terhadap Repeat Purchase pada Tomoro Coffee Tambaksari Kota Surabaya

Fernanda, Lia (2025) Pengaruh Customer Experience, Menu Variety, dan Price Perception Terhadap Repeat Purchase pada Tomoro Coffee Tambaksari Kota Surabaya. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh pengalaman pelanggan, variasi menu, dan persepsi harga terhadap keputusan pembelian berulang di Tomoro Coffee di Tambaksari, Surabaya. Menghadapi persaingan yang semakin ketat dalam bisnis kuliner, khususnya di industri kafe, pengalaman pelanggan merupakan faktor penting yang menentukan loyalitas dan keputusan pembelian berulang. Variasi menu yang menarik dan persepsi harga yang tepat diyakini dapat meningkatkan kepuasan pelanggan dan mendorong pembelian berulang. Metode penelitian yang digunakan adalah kuantitatif, dengan pendekatan survei menggunakan kuesioner sebagai instrumen pengumpulan data. Sampel penelitian terdiri dari pelanggan Tomoro Coffee yang dipilih menggunakan teknik purposive sampling. Data dianalisis menggunakan regresi linier berganda untuk menentukan pengaruh masing-masing variabel independen pengalaman pelanggan, variasi menu, dan persepsi harga terhadap variabel dependen, pembelian berulang, serta pengaruh simultan dari ketiganya. Hasil penelitian menunjukkan bahwa pengalaman pelanggan memiliki pengaruh positif yang signifikan terhadap pembelian berulang. Ini berarti bahwa semakin baik 1) pengalaman pelanggan selama interaksi mereka dengan Tomoro Coffee, termasuk aspek sensorik, emosional, kognitif, dan interaksi sosial, semakin tinggi kemungkinan mereka melakukan pembelian berulang. 2) Variasi menu juga memainkan peran penting dalam meningkatkan niat pembelian berulang dengan menawarkan beragam pilihan menu dalam hal jenis, rasa, penampilan, dan ketersediaan. Lebih lanjut, 3) Persepsi harga, termasuk keterjangkauan, kompatibilitas harga-kualitas, dan daya saing harga, telah terbukti memengaruhi keputusan pembelian berulang pelanggan di Tomoro Coffee. Ketiga variabel ini secara bersamaan memiliki pengaruh positif dan signifikan terhadap pembelian berulang, menunjukkan bahwa strategi manajemen pemasaran terpadu yang melibatkan pengalaman pelanggan, variasi menu, dan penetapan harga yang tepat secara signifikan berkontribusi pada loyalitas pelanggan.

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