PENGARUH MOTIF PEMBELIAN EMOSIONAL DAN RASIONAL TERHADAP MINAT BELI ULANG MIE GACOAN

This research aims to examine the influence of emotional buying motive (X1) and
rational buying motive (X2) on repurchase intention (Y) at Mie Gacoan in Malang.
Using non-probability sampling, this research involved 96 respondents who filled out
a questionnaire. Data analysis in this study used multiple linear regression using the
SPSS Version 25 program. The results of the research showed that emotional buying
motive has a significance value of t lebih kecil dari 0.05 and a value of Tcount lebih
besar dari Ttable which indicate that emotional buying motive have a significant
influence on the Minat beli ulang of Mie Gacoan in Malang. Conversely, rational
buying motive has a significance value of t lebih besar dari 0.05 and a value of
Tcount lebih kecil dari Ttable which indicate that rational buying motive have no
significant influence on the repurchase intention of Mie Gacoan in Malang.