Pengaruh Price, Product Diversity, Dan Product Quality Terhadap Repurchase Intention Customer Pada Minimarket Indomaret Fresh Di Kota Medan

Abstract

This Research is motivated by the development of the retail industry, especially Minimarkets, which are currently in demand by the public because of easy access, complete products and convenience. Indomaret Fresh as one of the largest Minimarkets in Indonesia needs to understand the factors that influence Repurchase Intention Customer to maintain its market share. In this context, Price, Product Diversity, and Product Quality are identified as important variables that influence Repurchase Intention Customer. This study aims to analyze the influence of Price, Product Diversity, and Product Quality on Repurchase Intention Customer at Minimarket Indomaret Fresh in medan city. The influence between Price, Product Diversity, and Product Quality will be analyzed partially and simultaneously on Repurchase Intention Customer. The form of research used is quantitative with an associative approach where data is collected through a questionnaire distributed to 100 customer Indomaret Fresh respondents. Primary data were collected through questionnaires, while secondary data were obtained through literature review. The analytical methods used include validity test, reliability test, classical assumption test, multiple linear regression analysis, partial test (T-test), simultaneous test (F-test), and coefficient of determination test, processed using SPSS software. The results showed that Price variable does not have a significant effect on Repurchase Intention Customer, the obtained t-count value of -0,587 < 1.984 with a significance level of 0.559 > 0,05, Product Diversity variable does not have a significant effect on Repurchase Intention Customer, the obtained t-count value of -0,388 > 1.984 with a significance level of 0.699>0,05. Meanwhile, it is known that the Product Quality variable does have a significant effect on purchase intention, the obtained tcount value of 17,188 > 1.984 and has a positive regression coefficient value of 0.000. In simultaneous testing, Price, Product Diversity, and Product Quality have a simultaneous effect with the level of influence through the adjusted R square value of 78,1% in influencing the purchase intention variable while the remaining 21,9% is influenced by other variables not discussed in this study.