Pengaruh Promosi dan Perceived Ease of Use terhadap Repurchase Decision Produk Z&J Factory

Abstract

This study analyzes the effect of promotion and perceived ease of use on repurchase decision at Z&J Factory. The research is motivated by a decline in consumer repurchase behavior, even though the use of digital food delivery platforms continues to increase in the food and beverage business sector. This condition indicates the need to understand factors that may encourage consumers to make repeat purchases. A quantitative approach was applied using a survey method. Data were collected from consumers who had made repeat purchases at Z&J Factory and were analyzed using multiple linear regression to examine the influence of each independent variable. The results indicate that promotion has a positive and significant effect on repurchase decision. Perceived ease of use also shows a positive and significant effect on repurchase decision. Furthermore, promotion and perceived ease of use simultaneously influence repurchase decision. These findings confirm that effective promotional activities and the ease of operating digital platforms play an important role in shaping consumer repurchase behavior. The study implies that improving promotional strategies and enhancing user-friendly digital systems are essential efforts to strengthen customer loyalty, increase repeat purchases, and sustain business performance in digital-based food and beverage businesses today.