The Influence of Price and Product Quality on Repurchase Intention: case study of Mixue Store in Padang City
Keywords:
Price, Product Quality, Repurchase IntentionAbstract
This research is motivated by the competitive conditions in the culinary business sector, particularly in the food and beverage industry, which is currently experiencing intense competition. To meet consumer demands, companies must employ various strategies to sustain their businesses. The purpose of this study is to examine and analyze the influence of price and product quality on repurchase intention of Mixue, both partially and simultaneously. The study applies a quantitative approach with 100 respondents, using probability sampling as the sampling technique. Data analysis was conducted using the SPSS software application. The results of the coefficient of determination test show that repurchase intention can be explained by price and product quality factors by 63.9%, while the remaining 36.1% is explained by other variables. The findings also show that price has a significant effect on repurchase intention of Mixue, and product quality significant effect on repurchase intention Mixue. The results of the F-test indicate that price and product quality simultaneously have a significant effect on repurchase intention of Mixue.
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