Analisi Pengaruh Varian Menu Terhadap Minat Beli Ulang Pada Umkm Kebab Ya Kebab (Studi kasus pada masyarakat di Kecamatan Bengkalis)

This study aims to analyze the influence of menu variants on repurchase intention at UMKM Kebab Ya Kebab in Bengkalis District. The increasingly tight competition in the culinary business requires UMKM actors to continuously innovate in menu variants in order to maintain and increase consumer loyalty. The research method used is quantitative with an associative research type. The population in this study is all people in Bengkalis District who have made purchases at UMKM Kebab Ya Kebab. The sampling technique used was non-probability sampling with an accidental sampling (incidental sampling) method, with a sample size of 100 respondents determined using the Lemeshow formula. The research data were obtained through distributing questionnaires to 100 respondents and analyzed using simple linear regression analysis with the help of SPSS version 26 software. The results showed that menu variants have a positive and significant effect on repurchase intention at UMKM Kebab Ya Kebab. This is evidenced by a t-count value of 7.497, which is greater than the t-table value of 1.984, and a significance value of 0.000 < 0.05. The R Square value of 0.364 indicates that menu variants can explain 36.4% of the variation in repurchase intention, while the remaining 63.6% is influenced by other factors outside the study such as price, service quality, and location. The contribution of this study is to provide empirical evidence regarding the influence of menu variants on repurchase intention and to serve as a consideration for UMKM Kebab Ya Kebab owners in developing marketing strategies through the development of more innovative and diverse menu variants to increase public repurchase intention.