Analisis Pengaruh Harga, Kualitas Pelayanan Dan Experiential Marketing Terhadap Minat Beli Ulang Konsumen Kopi Gerobak Dialog Di Kota Timika

This study aims to analyze the influence of price, service quality, and experiential marketing on the repurchase intention of Kopi Gerobak Dialog consumers in Timika City. A quantitative approach with an associative method was employed. Data were collected through questionnaires distributed to 100 Kopi Gerobak Dialog consumers, as well as through the examination of relevant documents. The data were analyzed using multiple linear regression. The results indicate that, individually, the variables of price, service quality, and experiential marketing have a significant effect on consumer repurchase intention. Simultaneously, these variables—price, service quality, and experiential marketing—also exert a significant influence on the repurchase intention of Kopi Gerobak Dialog consumers in Timika City.