The Influence of Customer Experience, Service Quality and Product Variations on Repurchase Intention in Mixue Ice Cream and Tea Products in Batam City

Abstract

This research aims to analyze and explain the influence of Customer Experience, Service Quality and Product Variation on Repurchase Intention for Mixue Ice Cream & Tea products in Batam City. To explain the position of the variables studied and the relationships between these variables, this research uses a quantitative approach. This research utilized primary data collected from 100 respondents selected using the purposive sampling method. Samples were taken from consumers who had purchased Mixue products at least 5 times in the last 3 months. Using the SmartPLS version 4.0 tool, a data analysis approach was applied to evaluate the research instrument by going through the stages of assessing the outer model, inner model and hypothesis testing. The results of this research show that there is a significant relationship between the influence of customer experience on repurchase intention, service quality has a significant influence on repurchase intention, while product variety does not have a significant influence on repurchase intention. The implications of the results of this research indicate that Mixue outlets, especially those located around Batam City, must maintain good service so that consumers continue to have a positive experience and maintain a strong impression when consumers buy the product again. And there is a need to improve the product variety aspect, namely by promoting with clearer visual communication, product descriptions and sample offers that are easy to understand to help customers understand the product better.