PENGARUHHARGA, KUALITAS DAN KEPUASANPELANGGANTERHADAP KEPUTUSAN PEMBELIAN KEMBALI PRODUK PADA PT. DAYA ANUGRAH MANDIRI II

Evi Novalin Bako, Menobagia Sihura

Abstract

The problem in this study is the decline in product sales in the last year, namely in 2021. The purpose of this study is to determine the effect of price, quality and customer satisfaction on product repurchase decisions. The type of research used is quantitative research. The population and sample in this study were customers of PT. Daya Anugrah Mandiri II as many as 85 people. The technique of determining the sample is using the accidental sampling technique. Data management using SPSS version 25. The data sources in this study came from primary data and secondary data. The data analysis technique used multiple linear regression analysis and hypothesis testing with t test, F test, classical assumption test and the coefficient of determination (R2). Based on the research obtained multiple linear regression equation Y = 27.838 + 0.261X1 + 0.134X2 + 0.269X3. The results of the test showed that the three variables studied had a positive and significant effect on product purchasing decisions, for the price variable the value of tcount (2,498) > ttable (1,989), for the quality variable, the value of tcount (2,415) > ttable (1,989), for the known variable tcount (2.753) > ttable (1.989). Where it is required that the significance value of F < from 5% or (0.05) or the value of Fcount = 3.771> Ftable = 3,11. Next, look at the contribution of the independent variable to the dependent variable from the coefficient of determination (R2) of 0.400. consumer satisfaction can be explained by price, quality and 40% customer satisfaction, while the remaining 60% is explained by other variables outside the study.