Abstract
This study aims to analyze the influence of taste, social media promotion, and packaging design on repurchase decisions among customers of Donaf Bakery Bireuen. The research employed a quantitative approach using a survey method. The population consisted of Donaf Bakery Bireuen customers, with 125 respondents selected through purposive sampling. Data were collected using questionnaires and analyzed through validity, reliability, classical assumption, multiple linear regression, t-test, F-test, and coefficient of determination (R²). The results of multiple linear regression produced the equation Y = 21.051 + 0.253X₁ + 0.388X₂ − 0.076X₃. Partially, taste had a positive and significant effect on repurchase decisions, with a t-value of 2.863 and significance of 0.005. Social media promotion also had a positive and significant effect, with a t-value of 2.917 and significance of 0.004. Meanwhile, packaging design had no significant effect, with a t-value of -0.840 and significance of 0.403. Simultaneously, taste, social media promotion, and packaging design significantly affected repurchase decisions, with an F-value of 11.350 and significance of 0.000. The coefficient of determination (R²) of 0.421 indicates that 42.1% of the variation in repurchase decisions was explained by the three independent variables, while 57.9% was influenced by other factors. Thus, taste and social media promotion are the main factors influencing repurchase decisions among Donaf Bakery Bireuen customers.