PENGARUH KEPERCAYAAN, HARGA DAN KUALITAS PRODUK TERHADAP MINAT BELI ULANG KONSUMEN PADA KOSMETIK WARDAH (Studi Kasus Pada Mahasiswi Stiesia Surabaya)

Abstract

Buying interest is something that arises after receiving stimulation from the product he sees, from there an interest arises to try the product until in the end the desire arises to buy in order to have it. Repurchase intention can be influenced by several factors including trust, price, and product quality. The purpose of this study was to determine the effect of trust, price, and product quality on repurchase intention. The population used is an active student class of 2019 in the Management Study Program at STIESIA Surabaya. The sampling technique used purposive sampling, with a total sample of 75 respondents. Sources of data collected in this study through primary data with collection techniques and using questionnaires. The analysis technique uses multiple linear regression. The test results show that trust, price and product quality together have a significant effect on the intention to repurchase Wardah cosmetics. These results indicate that the model used in this study is feasible to continue in the next analysis. The results of subsequent tests show that each variable of trust, price and product quality has a positive effect on repurchase intention. This condition shows that better trust, price and product quality will further increase consumer interest in repurchasing Wardah cosmetic products.