SALES PROMOTIONS, DISCOUNTS, AND MENU VARIATIONS AS DETERMINANTS OF REPURCHASE INTENTION AMONG DRINKING HAUS CONSUMERS

Abstrak

The intense competition in the food and beverage industry, particularly among student-centric cafés, demands a deep understanding of the factors that drive consumer loyalty. Repurchase intention is a critical metric for business sustainability, yet the relative influence of marketing mix elements on this behavior remains context-dependent. This study aims to analyze the effect of sales promotions, price discounts, and menu variations on the repurchase interest of Thirsty Beverages among students of the Faculty of Economics and Business, University of Muhammadiyah Tangerang. A quantitative approach was employed, utilizing survey questionnaires distributed to a sample of 40 students. The collected data were analyzed using multiple linear regression to examine both partial and simultaneous effects. The findings reveal that among the three variables, price discounts exert the most significant positive influence on repurchase interest, while sales promotions and menu variations show a positive but less pronounced impact. Importantly, all three factors collectively demonstrate a strong and significant influence on students' repurchase decisions. The originality of this research lies in its focus on a specific student demographic within a local university setting, offering a nuanced perspective often overlooked in broader market studies. This study contributes practically by providing actionable insights for beverage business owners in the campus area to strategically allocate resources, prioritizing discount mechanisms over other promotional forms to effectively enhance customer retention and profitability.