Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk menganalisis pengaruh pengalaman pelanggan, suasana toko, kewajaran harga, dan kesadaran halal terhadap minat beli ulang produk richeese factory di kota banda aceh. penelitian ini dilatarbelakangi oleh meningkatnya persaingan industri makanan cepat saji, serta pentingnya mempertahankan loyalitas pelanggan melalui pembelian ulang. penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. data primer diperoleh melalui penyebaran kuesioner kepada 105 responden yang pernah melakukan pembelian langsung di gerai richeese factory banda aceh. teknik pengambilan sampel dilakukan dengan metode purposive sampling. analisis data dilakukan menggunakan regresi linier berganda dengan bantuan spss. hasil penelitian menunjukkan bahwa secara parsial dan simultan, pengalaman pelanggan, suasana toko, kewajaran harga, dan kesadaran halal berpengaruh positif dan signifikan terhadap minat beli ulang. temuan ini menunjukkan bahwa untuk meningkatkan minat beli ulang konsumen, pihak richeese factory perlu memperhatikan pengalaman pelanggan, menciptakan suasana toko yang nyaman, menetapkan harga yang wajar, serta mempertahankan kepercayaan konsumen terhadap kehalalan produk yang ditawarkan. kata kunci: pengalaman pelanggan, suasana toko, kewajaran harga, kesadaran halal, minat beli ulang.

ABSTRAK This study aims to analyze the influence of customer experience, store atmosphere, price fairness, and halal awareness on repurchase intention of Richeese Factory products in Banda Aceh. The research is motivated by the growing competition in the fast food industry and the importance of maintaining customer loyalty through repeat purchases. A quantitative approach was used with a survey method. Primary data were obtained through questionnaires distributed to 105 respondents who had previously purchased directly at Richeese Factory outlets in Banda Aceh. The sampling technique employed purposive sampling. Data analysis was conducted using multiple linear regression with the help of SPSS software. The results show that both partially and simultaneously, customer experience, store atmosphere, price fairness, and halal awareness have a positive and significant effect on repurchase intention. These findings indicate that in order on increase consumer repurchase intention, Richeese Factory should focus on enhancing customer experience, creating a pleasant store atmosphere, setting fair prices, and maintaining consumer trust in the halal status of their products. Keywords: Customer experience, store atmosphere, price fairness, halal awareness, repurchase intention.