Pengaruh Kualitas Pelayanan, Kualitas Produk dan Kesesuaian Harga Terhadap Minat Beli Ulang Konsumen
DOI:
https://doi.org/10.32795/vol4wamrtno1th24Keywords:
kualitas pelayanan; kualitas produk; kesesuaian harga; minat beli ulang konsumenAbstract
This study aims to determine the effect of service quality, product quality, and price suitability on consumers repurchase intention at Rumah Makan De Guling. The research sample consisted of 100 respondents selected using an appropriate sampling technique. Data analysis was conducted through validity and reliability tests, classical assumption tests, multiple linear regression, coefficient of determination, t-test, and F-test. The results show that service quality, product quality, and price suitability have a positive and significant effect on repurchase intention, both partially and simultaneously. The three independent variables collectively influence repurchase intention by 64.4%, while the remaining percentage is influenced by other factors. Suggestions for improvement include enhancing employees’ responsiveness through training, separating perishable foods such as lawar to increase shelf life, evaluating product quality policies, and maintaining taste to prevent customers from switching to competitors. Good service, high-quality products, and fair pricing are key factors in maintaining customer loyalty at Rumah Makan De Guling.
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