Pengaruh Hedonic Shopping Motivation dan Promosi Penjualan terhadap Niat Beli Ulang pada Konsumen Starbucks Indonesia
DOI:
https://doi.org/10.26740/jim.v10n1.p280-290Keywords:
coffee shop, hedonic shopping motivation, repurchase intention, sales promotion, StarbucksAbstract
Coffee drink products are one of the drink trends that are currently developing. One of the coffee drink brands in demand by the public, especially teenagers in Indonesia, is Starbucks, making consumers buy Starbucks products more than once. This study analyses the effect of hedonic shopping motivation and sales promotion on repurchase intention. This study used 100 respondents, using non-probability sampling with a judgmental sampling method to distribute online questionnaires. This study focuses on Starbucks consumers who purchased Starbucks beverage products using a tumbler in the last three months. Multiple linear regression is a data analysis technique in this study. This study indicates that hedonic shopping motivation and sales promotion have a significant positive effect on repurchase intention. This study can be used as input for "Starbucks Indonesia" in improving promotional strategies that impact repurchase intention. Starbucks must maintain and improve both service, product quality, and promotion to gain consumers' trust.
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