PENGARUH HARGA, KUALITAS PRODUK, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN ULANG DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING

Laili Noor Wakhidah, Rizal Ula Ananta Fauzi, Hendra Setiawan

Abstract


The purpose of this study was to determine whether there is an effect of price, product quality, and service quality on repurchase decisions. As well as the indirect effect of price, product quality, and service quality on repurchase decisions through customer satisfaction as an intervening variable. This research was conducted at Waroeng Steak Bledek Ponorogo. The sample of this study was 385 respondents. This research includes a quantitative approach with the SEM-PLS method. Data analysis was carried out using SmartPLS 4 software. The results of this research are that price influences repurchase decisions, product quality does not influence repurchase decisions, service quality does not influence repurchase decisions, consumer satisfaction influences repurchase decisions, price, quality product and service quality indirectly influence repurchase decisions.

Keywords: Price, Product Quality, Service Quality, Repurchase Decision, Consumer Satisfaction.


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