PENGARUH KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP MINAT BELI ULANG PADA PELANGGAN WAFER TANGO DI KOTA BANDUNG
DOI:
https://doi.org/10.34127/jrlab.v14i3.1704Keywords:
Product Quality, Price Perception, Repurchase Intention, Wafer Tango, Consumer BehaviorAbstract
This study aims to determine the effect of product quality and price perception on repurchase intention of wafer Tango consumers in Bandung City. The decline in Tango’s Top Brand Award ranking in recent years serves as the main background of this research. The method used is a quantitative approach, with data collected through questionnaires distributed to 90 respondents selected using purposive sampling. Data were analyzed using validity and reliability tests, multiple linear regression, t-test, F-test, and coefficient of determination. The results show that: (1) Product quality has a positive and significant effect on repurchase intention; (2) Price perception also has a positive and significant effect on repurchase intention; and (3) Simultaneously, product quality and price perception significantly influence repurchase intention. The coefficient of determination (R²) of 64.8% indicates that both independent variables explain the majority of the variation in consumers, repurchase intention.
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