THE EFFECT OF PRODUCT QUALITY, PRICE AND ONLINE PROMOTION ON CONSUMER REPURCHASE INTEREST AT SPD JAYA SANGKAR MAGETAN

Ramadhan Dwi Anggoro, Dian Citaningtyas Ari Kadi

Abstract


Abstrak

Penelitian ini bertujuan guna menganalisis pengaruh kualitas produk, harga, dan promosi online terhadap minat beli Kembali konsumen pada SPD Jaya Sangkar, sebuah home industry yang memproduksi sangkar burung di Kabupaten Magetan. Variabel independen dalam penelitian ini adalah kualitas produk (X1), harga (X2), dan promosi online (X3), sedangkan variabel dependen adalah minat beli Kembali (Y). Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner. Teknik analisis data yang digunakan adalah regresi linier berganda dengan bantuan SPSS. Hasil penelitian menunjukkan bahwasanya kualitas produk, harga dan promosi online berpengaruh positif dan signifikan terhadap minat beli Kembali. SPD Jaya Sangkar disarankan guna terus mempertahankan dan meningkatkan kualitas produknya serta mengembangkan strategi promosi dan penetapan harga guna meningkatkan minat beli Kembali konsumen di tengah persaingan pasar yang ketat.

Kata Kunci : Kualitas Produk, Harga, Mina Beli Kembali,SPD Jaya Sangkar.

Abstract

This study aims to analyze the influence of product quality, price, and online promotions on consumer repurchase intention at SPD Jaya Sangkar, a home industry producing bird cages in Magetan Regency. The independent variables in this study are product quality (X1), price (X2), and online promotions (X3), while the dependent variable is repurchase intention (Y). This study used a quantitative approach with a survey method through questionnaire distribution. The data analysis technique used was multiple linear regression with the help of SPSS. The results show that product quality, price, and online promotions have a positive and significant effect on repurchase intention. SPD Jaya Sangkar is advised to continue maintaining and improving its product quality and developing promotional and pricing strategies to increase consumer repurchase intention amidst intense market competition.

Keywords: Product Quality, Price, Repurchase Intention, SPD Jaya Sangkar.


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References


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