THE EFFECT OF PRODUCT QUALITY AND SERVICE QUALITY ON REPURCHASE INTENTION WITH PROMOTION DIGITALIZATION AS MEDIATION

Deffani Anindya Oktaf, Rizal Ula Ananta Fauzi, Sendy Dwi Haryanto

Abstract


The purpose of this study is to empirically prove the effect of Product Quality and Service Quality on Repurchase Intention with Promotion Digitalization as a Moderator among Es Teler Caruban Mama Fara Customers in the Madiun Area. This study uses a quantitative research method. The sampling technique used purposive sampling with the Lemeshow formula. The sample of this study was 385 respondents who visited Es Teler Caruban Mama Fara in the Madiun area. Data analysis used path analysis with SPSS software. The results showed that: 1) Partially, the product quality variable (X1) has a positive and significant effect on repurchase intention. 2) Partially, the service quality variable (X2) has a positive and significant effect on repurchase intention. 3) Partially, the promotion digitalization variable (Z) has a positive and significant effect on repurchase intention. 4) Partially, the product quality variable (X1) has a positive and significant effect on promotion digitalization. 5) Partially, the service quality variable (X2) has a positive and significant effect on promotion digitalization. 6) Product quality influences repurchase intention, with the digitalization of promotions acting as a moderator. 7) Service quality influences repurchase intention, with the digitalization of promotions acting as a moderator.

Keywords : Effect of Product Quality, Service Quality, Repurchase Intention, Promotion Digitalization


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References


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