PENGARUH HARGA, LOKASI, DAN KUALITAS PRODUK TERHADAP MINAT BELI ULANG POINT COFFEE STASIUN GUBENG LAMA SURABAYA

Abstract

This research aimed to determine the effect of price, location, and product quality on consumers’ repurchasing interest at Point Coffee, Surabaya Station Gubeng Lama. The population was customers who had visited Point Coffee, Surabaya Station Gubeng Lama. Moreover, the research was quantitative. The data collection technique used purposive sampling. In line with that, there were 100 respondents as the sample. Furthermore, the data were primary, in the form of customers’ questionnaires. The data analysis technique used multiple linear regression with SPSS 27.0. The result showed that price and product quality had a positive and significant effect on consumers’ repurchasing interest. It meant both the price and product quality affected meaningfully the interest. However, the location had a negative and insignificant effect on consumers’ repurchasing interest. This meant it did not affect and did not meaningfully the interest. When both price and product quality were kept, the consumers’ repurchasing interest would be increased. Hopefully, Point Coffee, Surabaya Station Gubeng Lama would maintain its price and product quality to customers. Besides, the management could give a strategic location guarantee, especially to the customers of Point Coffee, Surabaya Station Gubeng Lama.