The Influence of Price and Product Quality on Repurchase Decision with Consumer Satisfaction as a Mediation Variable

Abstract

The purpose of this study was to determine the relationship between price and product quality on repurchase decisions with consumer satisfaction as a mediating variable. The sample used in this study were consumers at Dam Coffee House & Eatery, Magelang Regency. The sampling method is Accidental Sampling with 100 respondents. The analysis tool uses multiple regression with the help of SPSS 26.0 software. The results show that price has a positive effect on repurchase decisions, product quality has a positive effect on repurchase decisions, price has a positive effect on consumer satisfaction, product quality has a negative effect on consumer satisfaction, consumer satisfaction has a positive effect on repurchase decisions, consumer satisfaction mediates the relationship between price and repurchase decisions, consumer satisfaction mediates the relationship between product quality and repurchase decisions.

Analysis of the Effect of Product Quality on Consumer Satisfactioninstant Noodles

“…With the intense competition that occurs, instant noodle product producers must be able to provide quality products in order to be able to maintain and advance their business and provide satisfaction to consumers. Products that have good quality will be able to create a sense of consumer satisfaction with a product and when this satisfaction is formed, the consumer's intention to repurchase will be higher (Fuadi et al, 2021).…”