THE EFFECT OF PRODUCT VARIATION, TASTE, PRICE, AND SERVICE QUALITY ON REPURCHASING DECISIONS IN MILLENNIAL SNACKS UMKM (CASE STUDY OF KEDUNGPRING MILLENNIAL SNACKS)

Authors

  • Dila Salma Islamic University of Lamongan Author
  • Yunni Rusmawati DJ Islamic University of Lamongan Author
  • Sabilar Rosyad Islamic University of Lamongan Author
  • Luluk Nur Azizah Islamic University of Lamongan Author

Keywords:

Advertising, Brand Image, Word of Mouth, Product Differentiation, Purchasing Decisions

Abstract

This study aims to analyze the effect of product variation, taste, price, and service quality on repurchase decisions at UMKM Jajanan Milenial Kedungpring. The study used a quantitative approach with a survey method on 292 active consumer respondents. Data analysis was carried out using multiple linear regression using SPSS. The results showed that simultaneously the four variables had a significant effect on repurchase decisions. Partially, product variation, taste, and service quality had a significant positive effect. However, the price variable did not have a significant effect. The implications of these results indicate that UMKM need to prioritize product innovation, taste consistency, and improving service quality to build consumer loyalty.

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Published

2025-07-01

Issue

Vol. 1 No. 1 (2025): National Innovation Conference on Economics and Business (NICEBIS) Proceedings

Section

Articles