ABSTRACT
Marketing management is the science of selecting target markets and achieving, and retaining them by creating, and delivering superior customer value, thereby creating satisfaction. The purpose of this study was to determine the effect of taste, promotion and product variations on the repurchase intention of Korean samyang mashita noodle products mediated by consumer satisfaction. The sample is consumers of Mie Samyang Mashita Mie Korea who make repeat purchases using accidental sampling technique and a sample of 96 respondents. The analysis used in this study uses path analysis using the..SPSS..22..program. This..study resulted in a partial test (t) for model 1 as follows: taste (X1) = 0.008, promotion (X2) = 0.021, and product variations (X3) = 0.021, and the results of the partial test (t) for model 2 are as follows: taste (X1) = 0.026, promotion (X2) = 0.015, product variations (X3) = 0.041, and consumer satisfaction (Y) = 0.038 .
Keywords: taste, promotion, product variations,repeat buying intention, consumer satisfaction