Increasing Repurchase Intention Through Product Attractiveness in Culinary MSMEs in Tegal City
Abstract
Abstract. The purpose of this study is to describe and analyze the effect of product value and product differentiation on product attractiveness, describe and analyze the effect of product attractiveness on repurchase intention, and describe and analyze product value and product differentiation through product attractiveness on repurchase intention. To analyze the relationship between these variables, the study used a quantitative method involving 136 respondents of culinary customers of MSMEs in Tegal City. The sampling method used purposive sampling technique and data analysis was carried out with SEM-PLS 4.0. The results of the study showed that product value had a positive effect on product attractiveness in Culinary MSMEs in Tegal City, meaning that if the product value increases, it will affect the increase in product attractiveness. Product differentiation has a positive effect on product attractiveness in Culinary MSMEs in Tegal City. Product value has a positive effect on repurchase intention in Culinary MSMEs in Tegal City. Product differentiation does not affect repurchase intention in Culinary MSMEs in Tegal City, meaning that if differentiation increases, it does not affect the increase in customer repurchase intention. Product attractiveness has a positive effect on repurchase intention in Culinary MSMEs in Tegal City.
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