A ANALYZING THE INFLUENCE OF CUSTOMER SATISFACTION AND REPURCHASE INTENTION ON "ICE CREAM & TEA" BEVERAGE PRODUCTS

Abstract

This research aims to analyze the influence of customer satisfaction and repurchase intention on ice cream & tea beverage products. There are five variables used in this research, including product quality, viral marketing, perceived price, customer satisfaction, and repurchase intention. This research was conducted in DKI Jakarta Province using a survey method by distributing questionnaires online via Microsoft Form. The population used in this research are residents who live in the DKI Jakarta Province, are at least 17 years old, and have purchased Mixue Ice Cream & Tea products within the last three months. This research used a purposive sampling technique, with a total of 304 respondents. The data used in this research is quantitative and analyzed using Structural Equation Modeling (SEM) techniques. The research results show that product quality has a positive and significant influence on repurchase intention, product quality has a positive and significant influence on customer satisfaction, viral marketing does not have a significant influence on customer satisfaction, perceived price has a positive and significant influence on customer satisfaction, perceived price has a positive and significant influence on repurchase intention, and customer satisfaction has a positive and significant influence on repurchase intention.