Penelitian ini bertujuan untuk mengetahui pengaruh Customer Perceived Value dan kualitas pelayanan terhadap minat beli ulang. Metode yang digunakan dalam penelitian ini adalah metode deskriptif verifikatif dengan pendekatan kuantitatif. Populasi dalam penelitian ini adalah Masyarakat Kabupaten Kuningan yang pernah mengunjungi Sisi Jalan Kopi dengan sampel sebanyak 100 responden. Teknik pengambilan sampel menggunakan purposive sampling. Instrumen penelitian ini berupa angket dalam google formulir yang disebarkan secara langsung pada responden. Teknik pengolahan data menggunakan uji validitas, reliabilitas, normalitas, multikolinearitas, analisis regresi linier berganda dan koefisien determinasi dengan bantuan aplikasi IBM SPSS 27. Hasil penelitian menunjukan bahwa, Customer Perceived Value dan kualitas pelayanan berpengaruh signifikan terhadap minat beli ulang, Customer Perceived Value berpengaruh positif dan signifikan terhadap minat beli ulang, kualitas pelayanan berpengaruh positif dan signifikan terhadap minat beli ulang.

Kata Kunci : Customer Perceived Value, Kualitas Pelayanan, Minat Beli Ulang

This study aimed to investigate the influence of Customer Perceived Value and service quality on repurchase intention. The research method employed in this study was descriptive-verificative with a quantitative approach. The population consisted of residents in Kuningan Regency who had visited Sisi Jalan Kopi, with a sample size of 100 respondents selected using purposive sampling. The research instrument was a questionnaire distributed directly to respondents via Google Forms. Data processing techniques included validity testing, reliability testing, normality testing, multicollinearity testing, multiple linear regression analysis, and determination of coefficients using IBM SPSS 27. The results of the study indicated that, Customer Perceived Value and service quality significantly influenced repurchase intention Customer Perceived Value had a positive and significant impact on repurchase intention, and service quality had a positive and significant impact on repurchase intention.

Keywords: Customer Perceived Value, Service Quality, Repurchase Intention.