Pengaruh Kualitas Layanan dan Harga Terhadap Minat Beli Ulang Pada Kedai Kopi Hakui Kota Tulungagung
The Influence Of Service Quality And Price On Repurchase Intention In Hakui Coffee Shop Tulungagung City
Kafe kopi sangat berkembang pada era sekarang salah satunya di Tulungagung yakni Kedai Kopi Hakui Kota Tulungagung. Penelitian ini bertujuan untuk mengetahui kualitas layanan dan harga berpengaruh pada minat beli ulang pada kedai kopi Hakui Kota Tulungagung yang mana penelitian ini menggunakan metode kuantitatif deskriftif dan menggunakan perhitungan rumus slovin sebanyak 137 konsumen dengan menggunakan kuisioner. Teknik analisis data yang digunakan adalah regresi linier berganda. Hasilnya menunjukkan bahwa Kualitas Layanan (x1) sebesar 0,000 yang berarti secara parsial berpengaruh signifikan terhadap pembelian ulang pada Kedai Kopi Hakui Kota Tulungagung sedangkan nilai signifikan Harga (x2) 0,000 berarti secara parsial berpengaruh signifikan terhadap Minat Beli Ulang pada Kedai Kopi Hakui Kota Tulungagung. Hasil penelitian menunjukkan bahwa Kualitas Layanan dan Harga berpengaruh secara simultan terhadap Minat Beli Ulang sebesar 38,1% sedangkan 61,9% dipengaruhi variabel lainnyat. Diharapkan penelitian ini bermanfaat bagi pendidikan, pemilik kedai kopi, masyarakat dan terakhir bagi peneliti baru untuk dijadikan referensi.
Coffee cafes are very developed in the current era, one of which is in Tulungagung, namely the Hakui Coffee Shop, Tulungagung City. When purchasing a product, it must be based on many considerations, one of which is the quality of service and price at the coffee shop. This research aims to determine the effect of service quality and price on repurchase interest at the Hakui coffee shop, Tulungagung City. This research uses descriptive quantitative methods and uses the slovin formula calculation for 137 consumers using a questionnaire. The data analysis technique used is multiple linear regression. The results show that Service Quality (x1) is 0.000, which means that it partially has a significant effect on repeat purchases at Hakui Coffee Shop, Tulungagung City, while the significant value of Price (x2) is 0.000, which means that it partially has a significant effect on Repurchase Interest at Hakui Coffee Shop, Tulungagung City. The research results show that Service Quality and Price simultaneously influence Repurchase Intention by 38.1%, while 61.9% are influenced by other variables. It is hoped that this research will be useful for education, coffee shop owners, the community and finally for new researchers to use as a reference.