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The Influence of Product, Digital Marketing, and Customer Experience on Repurchase Intention at Catering Bunda Agus in Pontianak City
(1) * Ridho Riharda Mail (Universitas Muhammadiyah Pontianak, Indonesia)
(2) Helman Fachri Mail (Universitas Muhammadiyah Pontianak, Indonesia)
*Corresponding author

Abstract


This study aims to analyze the effect of Product, Digital Marketing, and Customer Experience on the Repurchase Intention of consumers of CV Catering Bunda Agus in Pontianak City. The study employed a quantitative associative approach with purposive sampling involving 100 respondents who had previously purchased catering products from Bunda Agus. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression (SPSS 25). The results show that Product has a positive and significant effect on Repurchase Intention (β = 0,386; p = 0,005), Digital Marketing has a positive and significant effect (β = 0,032; p = 0,032), and Customer Experience has a positive and significant effect (β = 0,281; p = 0,014). Simultaneously, the three variables have a significant effect on Repurchase Intention (F = 28,190; p < 0,001) with the model’s explanatory power of 46,8% (R² = 0,468). These findings indicate that the increase in repurchase intention is mainly influenced by strengthening product aspects and customer experience, while digital marketing serves as a supporting reinforcement. The managerial implication is that CV Catering Bunda Agus needs to prioritize consistency in quality and menu variety, strengthen the service experience (ease of ordering, responsiveness, and handling special requests), and optimize digital content and interactions to strengthen consumer engagement.


Keywords


Product; Digital Marketing; Customer Experience; Repurchase Intention

   

DOI

https://doi.org/10.33122/ejeset.v7i1.1301 		      

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