PENGARUH KUALITAS PRODUK, PRICE, DAN PERAN PEMASARAN TERHADAP MINAT BELI ULANG MELALUI KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING PADA KERUPUK INUL BUNDA UPI DI TANJUNG GLUGUR SITUBONDO

Abstract

This study aims to examine the effect of Product Quality, Price, and Marketing Role on Repurchase Intention through Customer Satisfaction at Kerupuk Inul Bunda Upi in Tanjung Glugur, Situbondo. This study employed a quantitative method with a non-probability sampling technique using a purposive sampling approach involving 105 respondents. Data were analyzed using Partial Least Square (PLS) with the assistance of SmartPLS 3.0. The analytical methods included convergent validity testing, reliability testing, classical assumption testing, goodness of fit testing, coefficient of determination testing, structural equation analysis (inner model), and hypothesis testing. The results showed that Product Quality, Price, and Marketing Role had a positive and significant effect on Customer Satisfaction. Product Quality and Price had a positive and significant effect on Repurchase Intention, while Marketing Role had a positive but insignificant effect on Repurchase Intention. Customer Satisfaction had a positive and significant effect on Repurchase Intention. The indirect effect testing showed that Product Quality, Price, and Marketing Role had a positive and significant effect on Repurchase Intention through Customer Satisfaction. These findings indicate that consumer experience plays an important role in encouraging repeat purchases. Therefore, maintaining product quality, setting prices that are appropriate to the benefits and quality provided, and improving marketing activities that create positive consumer experiences should be carried out consistently to maintain Customer Satisfaction and increase Repurchase Intention.