Abstract

The higher the level of competition in the culinary business in Bandar Lampung and the development of people's lifestyles in terms of food patterns, the demand for bakery products is increasing. ) that are diverse and do the right pricing, in order to create repurchase intentions for customers after buying products at the store. One of the bakery shops in Bandar Lampung is Holland Bakery. According to TBI bakery data, the Holland Bakery shop occupies the 2nd position and will experience a decline in 2022. The Holland Bakery shop also has not been able to occupy the top of the market in the competitive market for local bakeries in Bandar Lampung. The purpose of this study was to examine the effect of product quality, product diversity and price as independent variables on repurchase intention as the dependent variable at the Holland Bakery shop in Bandar Lampung. The author applies a survey method by distributing questionnaires to 100 respondents. The sample in this study used a purposive sampling technique which is a technique that aims to obtain a sample using the appropriate parameters determined by the researcher. The analysis principles applied to determine the results in this study were validity test, reliability test, analysis stage using multiple linear regression analysis method, and hypothesis testing using t test and F test then the coefficient of determination (R2). The results in this study explain that the variables of product quality, product diversity, and price have a partial and simultaneous significant effect on the variable of consumer repurchase intention.