PENGARUH INOVASI PRODUK TERHADAP NIAT PEMBELIAN ULANG DIMEDIASI OLEH KEPUASAN KONSUMEN

Abstrak

The purpose of this study was to determine the effect of product innovation on repurchase intention mediated by consumer satisfaction (Study at Patisserie Bakery & Café Sanur). This research was conducted in city of Denpasar with data analysis techniques. The sample size obtained by using purposive sampling method was 110 respondents. Based on the results of the analysis it can be stated that product innovation has a positive and significant effect on customer satisfaction at the Patisserie Bakery & Café Sanur. Product innovation has a positive and significant effect on consumers' repurchase intention at Patisserie Bakery & Café Sanur. Consumer satisfaction has a positive and significant effect on consumers' repurchase intention at Patisserie Bakery & Café Sanur. Consumer satisfaction mediates the positive influence of product innovation on consumers' repurchase intention at Patisserie Bakery & Café Sanur. Suggestions that can be recommended as producers, Patisserie Bakery & Café Sanur must maintain a good taste and increase production so that consumers are happy and continue to want to shop. Continue to maintain the satisfaction of consumers both in terms of service, display of food, and the taste of the food itself which is the main thing that is sought by every consumer.

Keywords: product innovation, customer satisfaction, repurchase intention