Pengaruh Harga, Kualitas Produk Dan Perceived Value Terhadap Repurchase Intention Sayur Organik Pada Supermarket Di Kota Medan

Abstract

This study aims to analyze the influence of factors that influence the repurchase intention of organic vegetables, namely price, product quality, and perceived value. This research uses data collection methods with a total of 100 samples of organic vegetable consumers who are shopping for organic vegetables at Irian Supermarket, Brastagi Supermarket, and Suzuya Supermarket in Medan City. The data collection technique was carried out through a questionnaire distributed via google form, and data analysis was carried out using the SEM-PLS method. The results of this study indicate that price, product quality, and perceived value have a significant effect on repurchase intention simultaneously. Partially, price, product quality, and perceived value have a significant effect on repurchase intention at supermarkets in Medan City.