The Influence of Customer Experience, Service Quality and Product Variations on Repurchase Intention in Mixue Ice Cream and Tea Products in Batam City

This study aims to analyze the influence of Customer Experience, Service Quality, and Product Variation on Repurchase Intention on Mixue Ice Cream & Tea products in Batam City.Using a quantitative approach, primary data was collected from 100 respondents selected by purposive sampling, consisting of consumers who have purchased Mixue products at least five times in the last three months.Data analysis was conducted using SmartPLS version 4.0, through the assessment of the outer model, inner model, and hypothesis testing.The results showed that there was a significant influence between Customer Experience and Service Quality on Repurchase Intention, while Product Variation did not have a significant influence.This finding indicates that positive experiences felt by consumers, as well as good service quality, are key factors that drive their desire to repurchase Mixue products.The practical implications of the results of this study emphasize the importance for Mixue outlets in Batam City to continue to maintain and improve service quality in order to create a positive experience for consumers.Strategies such as staff training to improve customer interaction and optimizing the store's atmosphere can be important steps.In addition, to overcome the shortcomings in product variation, Mixue is advised to develop a more attractive visual communication strategy, provide clear product descriptions, and offer product samples.This is expected to help customers better understand the options available and increase their interest in making repeat purchases.