PENGARUH KUALITAS PRODUK SAMBAL DAPOER VITA TERHADAP MINAT BELI ULANG DI ONLINE SHOP TOKOPEDIA

Abstract

<p><em>The development of digital technology currently has an impact on the advancement of trade in Indonesia, one of which is online-based </em><em>UMKM</em><em> or commonly referred to as online shops. One of the advantages of an online shop for sellers or sellers is that they do not require large room rentals and do not require many employees to serve consumers, while on the consumer side, consumers can simply use smartphones and internet networks to search and purchase the products they need. This technology is very useful, especially during the current Covid-19 pandemic where the government implements the Enforcement of Community Activity Restrictions (PPKM) and fairly strict health protocols.</em></p><p><em>This study aims to determine the correlation between product quality (variable X) and purchase intention (variable Y) at the Dapoer Vita online shop at Tokopedia. Data was collected through a questionnaire using a Likert scale obtained from 100 people who had made transactions at Dapoer Vita, then analyzed in the form of descriptive statistics. The data </em><em>was </em><em>obtained by using </em><em>a </em><em>simple linear regression analysis technique with SPSS V 23.0.</em></p><p><em>This study resulted that the quality of food products showed a moderate relationship to repurchase interest in correlation analysis with an R number of 0.534. The Food Product Quality Variable has an effect of 28.5% on Repurchase Interest. The T</em><em>-</em><em>test results show that the quality of food products has a significant effect on consumers' repurchase interest at the Dapoer Vita online shop with a significance value of 0.000 <0.05<strong></strong></em></p><strong><em>Keywords: </em></strong><em> Online shop, Product Quality, Repurchase Interest, Sambal</em>