Abstract
This study aims to determine the effect of product quality and price perception on consumer satisfaction and repurchase decisions on consumers who buy and use Pepsodent toothpaste. This research was conducted in Denpasar City with a sample size of 105 respondents with non-probability methods in the form of purposive sampling. Data collection was carried out through questionnaires with as many as 15 indicators measured using a Likert scale. Data analysis techniques used in this study are path analysis techniques with classical assumption test and sobel test. The results of the study stated that the variables of customer satisfaction, product quality variables and price perception variables had a positive and significant effect on repurchase decisions.
 Keywords: product quality, price perception, customer satisfaction, repeat purchase decisions
Highlights
This study aims to determine the effect of product quality and price perception on consumer satisfaction and repurchase decisions on consumers who buy and use Pepsodent toothpaste
Hasil penelitian ini sejalan dengan penelitian sebelumnya yang dilakukan oleh Djumarno et al (2018), Utama (2015), Pamungkas et al (2018), Nugrahanto (2015) dan Olii (2016) yang menunjukkan bahwa kepuasan konsumen berpengaruh positif dan signifikan terhadap keputusan pembelian ulang
Summary
Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk dan persepsi harga terhadap kepuasan konsumen dan keputusan pembelian ulang pada konsumen yang membeli dan menggunakan pasta gigi Pepsodent. Penelitian ini dilakukan di Kota Denpasar dengan ukuran sampel sebesar 105 orang responden dengan metode non-probability berbentuk purposive sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner dengan indikator sebanyak 15 yang diukur menggunakan skala Likert. Teknik analisis data yang digunakan dalam penelitian ini yaitu teknik analisis jalur dengan disertai uji asumsi klasik dan uji sobel. Hasil penelitian menyatakan bahwa variabel kepuasan konsumen, variabel kualitas produk dan variabel persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian ulang. Kata kunci: kualitas produk, persepsi harga, kepuasan konsumen, keputusan pembelian ulang
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
