PENGARUH CUSTOMER EXPERIENCE, PRODUCT BUNDLING DAN PRODUCT VARIETY TERHADAP MINAT BELI ULANG KOPI KENANGAN DI KOTA BANDAR LAMPUNG DALAM PERSPEKTIF BISNIS ISLAM (Studi Konsumen Kopi Kenangan Cabang Ruko Ahmad Yani lampung )

ELTA, METIA (2026) PENGARUH CUSTOMER EXPERIENCE, PRODUCT BUNDLING DAN PRODUCT VARIETY TERHADAP MINAT BELI ULANG KOPI KENANGAN DI KOTA BANDAR LAMPUNG DALAM PERSPEKTIF BISNIS ISLAM (Studi Konsumen Kopi Kenangan Cabang Ruko Ahmad Yani lampung ). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRACT The increasingly competitive growth of the coffee beverage industry in Indonesia demands that businesses maintain customer loyalty, including Kopi Kenangan's Ahmad Yani Ruko Branch in Lampung, which experienced a decline in sales in 2021–2022. This study was conducted to analyze the influence of customer experience, product bundling, and product variety on consumer repurchase intention from an Islamic business perspective. The study used a quantitative approach with a purposive sampling technique with 200 respondents who had made at least two purchases. Data collection used a five-point Likert scale questionnaire and was analyzed with SmartPLS 4 to test validity, reliability, and the influence between variables. The results show that all independent variables have a positive and significant effect on repurchase intention, thus customer experience, bundling offers, and product variety play an important role in shaping consumer loyalty. This study provides strategic implications for implementing marketing in accordance with Sharia principles such as honesty, halal certification, and fair service to support the sustainability of Kopi Kenangan's business in an increasingly dynamic competition. ABSTRAK Pertumbuhan industri minuman kopi di Indonesia yang semakin kompetitif menuntut pelaku usaha mempertahankan loyalitas pelanggan, termasuk Kopi Kenangan Cabang Ruko Ahmad Yani Lampung yang sempat mengalami penurunan penjualan pada 2021– 2022. Penelitian ini dilakukan untuk menganalisis pengaruh customer experience, product bundling, dan product variety terhadap minat beli ulang konsumen dalam perspektif bisnis Islam. Penelitian menggunakan pendekatan kuantitatif dengan teknik purposive sampling kepada 200 responden yang telah melakukan pembelian minimal dua kali. Pengumpulan data menggunakan kuesioner skala Likert lima poin dan dianalisis dengan SmartPLS 4 untuk menguji validitas, reliabilitas, dan pengaruh antar variabel. Hasil menunjukkan bahwa seluruh variabel independen berpengaruh positif dan signifikan terhadap minat beli ulang, sehingga pengalaman pelanggan, penawaran bundling, dan variasi produk berperan penting dalam membentuk loyalitas konsumen. Penelitian ini memberikan implikasi strategis untuk penerapan pemasaran sesuai prinsip syariah seperti kejujuran, kehalalan, dan pelayanan yang adil guna mendukung keberlanjutan bisnis Kopi Kenangan dalam persaingan semakin dinamis.

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