Factor influencing repurchase behavior of Sarawak multilayer cake among local tourist / Nadira Shafira Tarmizi

The Sarawak Multilayer cake is a traditionally layered cake served in Sarawak, Malaysia on special occasions. In the Malay language, the cakes are known as kek lapis Sarawak.They are often baked for religious or cultural celebrations such as Eid ul-Fitr, Christmas, Deepavali, birthdays and weddings. The puipose of this study is to examine the relationship and to determine the factor influencing repurchase behavior of Sarawak Multilayer Cake among local tourist. Self-administered questionnaire were distributed to 120 of local tourist in Kuching, Sarawak. The variables investigated are (a) customer loyalty; (b) perceived value; and (c) customer satisfaction towards repurchase behavior of Sarawak Multilayer Cake. The results indicate that the customer loyalty was found to be significant with strong correlation and positive relationship with repurchase behavior scale. Other than that, the relationship between customer loyalty, perceived value, customer satisfactions ofrespondents was found to be contingent on repurchase behavior.