PENGARUH KEMASAN, HARGA, KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN BERULANG MIXUE SEMARANG

Abstract

Article History Received: Revised: Published:   Key Words: Packaging, price, service quality, and repeat purchases     The food and beverage business is currently experiencing significant development, many businesses are innovating and developing. The many interesting innovations mean that foreign products are believed to have superior quality, especially in beverage products, many outlets have emerged so there is very tight competition. One of the ice cream products that is currently popular is Mixue ice cream & Tea. This research aims to test and analyze the influence of packaging, price and service quality on repeat purchase decisions of Ice Cream & Tea consumers. The research sample was taken as many as 120 respondents, with data collection methods via Google online forms. This research uses quantitative research. The sampling technique was non-probability sampling, namely purposive sampling, determining the criteria for respondents to be consumers of Mixue Ice Cream & Tea Kota Semarang, aged 17 to 35 years, and had made a minimum of five purchases of Mixue Ice Cream & Tea products. The analysis used is SEM-PLS, with the Smart PLS 4 application as a data analysis instrument. This research has results, namely that packaging, price, purchasing, service quality have a significant influence on repeat purchase decisions of Mixue Semarang.       Abstrak:   Sejarah Artikel Diterima: Diperbaiki: Diterbitkan:   Kata Kunci: Kemasan, harga, kualitas pelayanan, dan pembelian berulang        Bisnis makanan dan minuman saat ini mengalami perkembangan yang signifikan, banyak bisnis yang berinovasi dan berkembang. Banyaknya inovasi menarik membuat produk luar negri diyakini memiliki kualitas yang unggul, khususnya pada produk minuman banyak gerai muncul sehingga memiliki persaingan yang sangat ketat. Salah satu produk ice cream yang saat ini sedang ramai adalah Mixue ice cream & Tea. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh  kemasan, harga, dan kualitas pelayanan terhadap keputusan pembelian berulang konsumen Ice Cream & Tea. Sampel penelitian diambil sebanyak 120 responden, dengan metode pengumpulan data melalui google formulir online. Penelitian ini menggunakan penelitian kuantitatif. Teknik pengambilan sampel dengan non-probability sampling yaitu purposive sampling, menetapkan kriteria responden merupakan konsumen Mixue Ice Cream & Tea  Kota Semarang, berusia 17 hingga 35 tahun, dan telah melakukan minimal lima kali pembelian produk Mixue Ice Cream & Tea. Analisis yang digunakan adalah SEM-PLS, dengan aplikasi Smart PLS 4 sebagai instrumen analisis data. Penelitian ini memiliki hasil yaitu kemasan, harga, pembelian, kualitas pelayanan berpengaruh signifikan terhadap keputusan pembelian berulang Mixue Semarang.