ANALISIS PENGARUH VARIATION OF PRODUCT TERHADAP REPURCHASE INTENTION DIMODERASI CUSTOMER BEHAVIOR DAN EXPERIENCE QUALITY (Studi Kasus Pada Konsumen Mie Sedaap Cup Di Kec. Cikarang Timur)

ANALYSIS OF THE EFFECT OF PRODUCT VARIATION ON REPURCHASE INTEREST MODERATED CONSUMER LIFESTYLE AND EXPERIENCE QUALITY
(Case Study on Sedaap Cup Noodle Consumers in Bekasi District)

Jessica Naomi Manurung1
Surya Bintarti2

ABSTRACT
Cup noodles are one of the popular fast food products among consumers in Indonesia, even throughout the world. One of the popular cup noodles is Mie Sedaap Cup. The high interest in buying Mie Sedaap Cup is proven by the inclusion of Mie Sedaap Cup in the Top Brand Index in second position in 2023. The high repurchase interest is influenced by the many variations of products offered by Mie Sedaap Cup. Product Variations as a separate expert in a brand or product line that can be distinguished based on size, price, appearance or characteristics (Kotler (2009: 72)) in (Ningsih & Amirulmukminin, 2020).

The purpose of this study is to determine the effect of product variations on repurchase interest in Mie Sedaap Cup which is moderated by lifestyle and quality of experience. The research method carried out is quantitative by distributing questionnaires. This study was tested on 113 respondents who then collected data and tested for feasibility. After being tested for feasibility, a Feasibility Test using SmartPLS 4.0 is carried out through validity, discriminant and reliability tests. The results of data feasibility testing obtained a value of convergence validity, discriminant validity and Reability > 0.7 so that this study can be declared valid.