Citation:

Resttoli Yudhistira Suharman, Desley Chen, Ronny Samsul Bahri. "The Influence of Marketing Mix on Repurchase Intention with The Mediation of Omnichannel Experience on Mixue Consumers" International Research Journal of Economics and Management Studies, Vol. 4, No. 1, pp. 253-260, 2025.

Abstract:

MSMEs are a category of small-scale businesses that are believed to be able to contribute to the Indonesian economy; the food and beverage industry makes a significant contribution to the national economy outside of non-oil and gas. One of the ice cream companies in Indonesia is Mixue. It is known that the strategy Mixue used to develop its business was to apply the franchise concept. This work employs quantitative research, which is the systematic scientific examination of components and phenomena and their interrelations. Quantitative research aims to find, formulate, and apply mathematical models, theories, and hypotheses pertaining to natural phenomena. The research sought to explain, link or relate the condition of a given object to some other factors. Data processing using the SmartPLS 3 application calculates the PLS Algorithm and Bootstrapping; there are also 5 models that will be used, namely model fit, path coefficient, indirect effect, p values, and r square. The following is data processing obtained from the SmartPLS 3 application. From this study it can be concluded that 1) Product has a negative and insignificant effect on repurchase intention for Mixue consumers, 2) Price has a negative and insignificant effect on repurchase intention among Mixue consumers, 3) Promotion has a positive and significant effect on repurchase intention in Mixe consumers, 4) Place mediated by Omnichannel Experience has a positive and significant effect on repurchase intention in Mixue consumers, 5) Omnichannel Experience has a negative and insignificant effect on repurchase intention in Mixue consumers, and 6) Place has a positive and significant effect on repurchase intention in Mixue consumers.

References:

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Keywords:

Component; MSMEs; Indonesian Economy; Food and Beverage Industry; Ice Cream Industry; Mixue; SmartPLS 3 Application.