Evaluasi Kualitas Produk, Harga, dan Kualitas Pelayanan Terhadap Keputusan Pembelian Ulang

Abstract

This research aims to find out how much influence the factors of product quality, price and service quality have on consumer repurchase decisions at Bakinco Resto Payakumbuh. The research method uses causative descriptive analysis. The sampling technique used Nonprobability Sampling with a sample size of 100 people by distributing questionnaires. The technique used to analyze this data by the t-test, F test, determination test and path analysis using SPSS version 22. The research results were concluded simultaneously through the F test that product quality, price and service quality have a positive and significant effect on consumer repurchase decisions. In other words, Bakinco Resto Payakumbuh consumer satisfaction is influenced by product quality, price and service quality. The results of the path analysis show that the exogenous variables product quality (X1), price (X2) and service quality (X3) have a significant effect with a sig level < 0.05 on repurchase decisions at Bakinco restaurants. Researchers suggest that product quality and price variables need to be considered because by maintaining the quality and price of food products in accordance with consumer desires, consumers can make repeat purchases at Bakinco restaurants. Furthermore, the service quality variable needs to be improved further by increasing service speed, facilitating communication with customers and personalizing service so as to create strong engagement between restaurants and consumers. Keywords: Product Quality, Price, Service Quality, Consumer Repurchase Decisions