The Effect Of Product Quality, Price And Consumer Satisfaction On The Repurchase Of Dimsum Tiga Putra Bireuen Regency

Isniar Isniar, Maryamah Maryamah, M. Akmal, Indah Nurfajri, Sa’diah Sa’diah

Abstract


The aim of this research is to determine the influence of product quality, price and consumer satisfaction on repeat purchases of dimsum Tiga Putra, Bireuen Regency. The data collection technique uses a questionnaire. The population in this research is dimsum customers who have purchased Tiga Putra dimsum, Bireuen Regency in 2024, with the population number not yet known for certain. In this research, the sample consisted of 110 respondents using purposive sampling technique. The data analysis used in this research is quantitative using the multiple linear regression method. The results of this research show that product quality, price and consumer satisfaction partially have a positive and significant influence on repeat purchases, simultaneously product quality, price and consumer satisfaction have an effect on repeat purchases. It is known that the R2 value is 0.774, this shows that the influence of the independent variables product quality, price and consumer satisfaction has an influence on repeat purchases of Tiga Putra Dimsum, Bireuen Regency, amounting to 77.4%, while the remaining 22.6% is explained by other variables outside this research.

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DOI: https://doi.org/10.30596/miceb.v2i0.867

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