Pengaruh Varian Menu Terhadap Minat Beli Ulang Pada Umkm Sile Ngeteh (Studi Kasus Pada Masyarakat Kecamatan Bengkalis)

This study aims to analyze respondents' responses to menu variants, to analyze respondents' responses to repurchase intentions, and to analyze the influence of menu variants on repurchase intentions. The problem in this study is regarding menu variants and repurchase intentions carried out by consumers at Sile Ngeteh MSMES. This type of research is associative research, the sampling technique uses the Nonprobability Sampling technique. Respondents numbered 100 people from Bengkalis Regency who made purchases at Sile Ngeteh MSMES and used primary data sources (printed questionnaires). The correlation coefficient is positive and in the same direction of 0.738. The simple linear regression equation which has a positive value at Y = 4.159 + 1.066X and the determination coefficient shows a figure of 0.541 which means that menu variants affect repurchase interest by 54.1%. The results of the T test show a calculated t value of 10.840 which is greater than the t table of 1.984 which means that H0 is rejected and Ha is accepted. This states that the menu variant variable affects repurchase interest.