Raihan, M. (2026) Pengaruh Promosi, Kualitas Pelayanan dan Keputusan Pembelian Terhadap Pembelian Ulang (Studi Kasus Pada Coffe Shop Malabar Pekanbaru). Other thesis, Universitas Islam Riau.

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Abstract

This study aims to analyze the effect of promotion, service quality, and purchase decision on repurchase intention at Malabar Coffee Shop Pekanbaru. This research used a quantitative approach with 130 respondents selected through purposive sampling. Data were analyzed using PLS-SEM with SmartPLS. The results show that promotion, service quality, and purchase decision have a positive and significant effect on repurchase intention. The most dominant variable is purchase decision, followed by service quality, while promotion has the smallest effect. The adjusted R-square value of 0.671 indicates that 67.1% of repurchase intention can be explained by the three variables. This study concludes that repurchase intention at Malabar Coffee Shop Pekanbaru is more strongly influenced by purchase decision and service quality than by promotion.

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