<![CDATA[Kesuksesan merek kedai kopi saat ini, menjadikan Kopi Kenangan resmi menyandang gelar startup unicorn di bidang makanan dan minuman pertama di Asia Tenggara. Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh lingkungan fisik, persepsi nilai, motivasi, variasi produk, harga dan sikap konsumen terhadap minat beli ulang Kopi Kenangan di Kota Tangerang. Metode pengambilan sampel pada penelitian ini adalah non probability sampling dengan teknik accidental sampling. Metode analisis yang digunakan dalam penelitian ini adalah uji validitas, uji reliabilitas, serta uji asumsi klasik yang terdiri dari 3 asumsi dasar yaitu normalitas, multikolinieritas, dan heteroskedastisitas. Setelah itu dilakukan uji regresi linier berganda, uji F, dan uji t. Data yang digunakan dalam penelitian ini menggunakan instrumen kuesioner dan data valid yang berhasil dikumpulkan sebanyak 210 responden. Alat bantu pengujian yang digunakan adalah SPSS versi 25. Hasil penelitian menunjukkan bahwa persepsi nilai, variasi produk, harga dan sikap konsumen berpengaruh secara parsial terhadap minat beli ulang, sedangkan lingkungan fisik dan motivasi tidak berpengaruh secara parsial terhadap minat beli ulang Kopi Kenangan di Kota Tangerang. Secara simultan lingkungan fisik, persepsi nilai, motivasi, variasi produk, harga dan sikap konsumen berpengaruh terhadap minat beli ulang Kopi Kenangan di Kota Tangerang. Selain itu diperoleh bahwa nilai Adjusted R Square adalah 0.726. Hal ini menunjukkan bahwa keenam variabel independen tersebut mampu menjelaskan sebesar 72.6%, sedangkan 27.4% sisanya dijelaskan oleh variabel lain yang tidak digunakan dalam penelitian ini. Kata Kunci: Harga, Lingkungan Fisik, Minat Beli Ulang, Motivasi, Persepsi Nilai, Sikap Konsumen, Variasi Produk. AbstractThe success of the current coffee shop brand has made Kopi Kenangan officially the first unicorn startup in the food and beverage sector in Southeast Asia. The purpose of this study was to determine and analyze the influence of the physical environment, perceived value, motivation, variation of product, price and consumer attitudes towards repurchase intention of Kopi Kenangan in Tangerang City. The sampling method in this study is non probability sampling with accidental sampling technique. The analytical method used in this research is validity test, reliability test, and classical assumption test which consists of 3 basic assumptions, namely normality, multicollinearity, and heteroscedasticity. After that, multiple linear regression test, F test, and t test were performed. The data used in this study using a questionnaire instrument and valid data collected as many as 210 respondents. The testing tool used is SPSS version 25. The results showed that the perception of value, product variations, price and consumer attitudes partially influenced the intention to repurchase, while the physical environment and motivation did not partially affect the repurchase intention Kopi Kenangan in Tangerang City. Simultaneously the physical environment, perceived value, motivation, variation of product, price and consumer attitude affect the repurchase intention Kopi Kenangan in Tangerang City and consumer attitudes as the most dominant factor. In addition, it is obtained that the value of Adjusted R Square is 0.726. This shows that the six independent variables are able to explain 72.6%, while the remaining 27.4% is explained by other variables that are not used in this study. Keywords: Consumer Attitude, Motivation, Perceived Value, Physical Environment, Price, Repurchase Intention, Variation of Product]]>
