PENGARUH KUALITAS PRODUK, HARGA, DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN JOKOPI

Abstract

This research aims to analyze the effect of product quality, price, and service quality on the customers’ repurchasing decision at Kedai Jokopi Surabaya. The population consists of customers who have made repeat purchases.The research conducts quantitatively with multiple linear analysis approaches. Furthermore, the data collection technique used purposive sampling, in which the sample was customers who have repurchased Jokopi products. The instrument in the data collection technique was a questionnaire. The questionnaires were distributed online by Google form. Moreover, the data analysis technique used the SPSS 29.0 version.The result shows that product quality, price, and service quality have a positive and significant effect on the customers’ repurchasing decision. It means that good product quality will increase the customers’ satisfaction. In addition, a price that is suited with the benefits provided encourage.