Abstract
This paper aims to examine and analyze the impact of customer experience, switching barriers and customer satisfaction on repeat purchase decisions in Balung Retail SMEs, Jember Regency. The population of this study were all retail buyers in Balung, Jember Regency. The number of samples was determined by 100 respondents with the condition that the respondents were people who had made purchases at retail. Validity test and reliability test were carried out to test the questionnaire used in the study. Hypothesis testing was carried out to answer the research hypothesis. The results of the study show that customer experience has a positive but not significant effect on repurchasing decisions at Retail MSMEs. Switching barriers have a positive and significant effect on repurchase decisions in Retail SMEs. Consumer satisfaction has a positive and significant effect on repurchasing decisions at Retail MSMEs.
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