Peran Kepuasan Memediasi Pengaruh Kualitas Produk Dan Harga Terhadap Minat Beli Ulang Beras Pulu Mas

Abstract

Rice is a staple food consumed daily by Indonesians. Repurchase intention is the decision to use the same product or service as before if it meets consumer expectations. Product quality is a key factor influencing repurchase intention. Consumers will be satisfied if the product they use is of high quality. Furthermore, price is a crucial component in product marketing; setting a price too high can reduce sales. Consumer satisfaction is one of the reasons consumers choose to shop. When consumers are satisfied with a product, they are more likely to purchase and use it. The population size in this study is unknown, with a sample size of 100 respondents. The purpose of this study was to determine the mediating effect of satisfaction, product quality, and price on repurchase intention at the Catur Guna Amertha Village Unit Cooperative. Path analysis and the Sobel test were used to determine the role of mediating variables. Based on the results of the study, product quality, price, and satisfaction have a positive and significant effect on repurchase intention. Satisfaction plays a role as a mediator between product quality and repurchase intention, and satisfaction plays a role as a mediator between price and repurchase intention. The suggestions given by researchers in this study are to always maintain and improve product quality in terms of cleanliness, aroma, and durability. Conduct periodic evaluations of market prices and consider consumer perceptions, as well as build better relationships with customer service through responsiveness.