PENGARUH HARGA, PROMOSI DAN KUALITAS PRODUK TERHADAP MINAT BELI ULANG DI MASA PANDEMI COVID-19 (Studi Pada Konsumen OKUI Kopi 3.0 Surabaya)

Abstract

This research aimed to analyze and find out the effect of price, promotion, and product quality on customers’ rebuying
interest during the pandemic of Covid-19 (A Study at Consumers of OKUI KOPI 3.0 Surabaya). The
research was quantitative research. The research sample used purposive sampling technique. The population
used in this study were consumers from OKUI KOPI 3.0 Surabaya who visited from January-February 2022.
Thus, a minimum sample of 100 respondents who visited and made purchases at the OKUI KOPI 3.0 Surabaya
coffee shop was determined. The analytical technique used is multiple linear regression using SPSS 27. The
results of this study indicate that the price variable has a positive but not significant value on repurchase interest
during the Covid-19 pandemic because consumers assume that the price set by OKUI KOPI 3.0 Surabaya is still
at the level which is reasonable according to its target market, in this case OKUI KOPI 3.0 Surabaya must
always maintain product quality so that consumer repurchase interest is higher.
Key words: price, promotion, product quality.