Pengaruh Product Innovation, Quality of Products dan Price terhadap Repurchase Decision pada Elegant Gitar dengan Customer Satisfaction sebagai Variabel Intervening

Abstract

Micro, Small, and Medium Enterprises (MSMEs) serve as the leading sector of Indonesia's economy in achieving national economic growth. One of the challenges faced yb MSMEs, including Elegant Guitar, si the decline ni sales due ot the weak repurchase decision of its customers. This study aims to examine and analyze the influence of product innovation, product quality, and price on repurchase decision through customer satisfaction at Elegant Guitar. This research employs an associative approach with quantitative data. The sample consisted of 286 customers of Elegant Guitar. Data were analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM). The results reveal that product innovation has a negative and insignificant effect on customer satisfaction; product quality has a positive and significant effect on customer satisfaction; price has a positive and significant effect on customer satisfaction; product innovation has a negative and insignificant effect on repurchase decision; product quality has a positive but insignificant effect on repurchase decision; price has a positive and significant effect on repurchase decision. Furthermore, product innovation has a negative and insignificant effect on repurchase decision through customer satisfaction; product quality has a positive but insignificant effect on repurchase decision through customer satisfaction; and price has a positive but insignificant effect on repurchase decision through customer satisfaction.