The Influence of Taste and Price on Repurchase Decisions with Consumer Satisfaction as Intervening Variables (Case Study of Ayam Goreng Yupi)

Authors

  • Rio Rio Universitas Pamulang
  • Vika Oktaviani Universitas Pamulang
  • Muhamad Ihsan Ashari Universitas Pamulang

Abstract

This study aims to analyze The Influence of Taste and Price on Repurchase Decisions with Consumer Satisfaction as an Intervening Variable. The method used in this study is a quantitative method. The data collection technique used non-probability sampling and purposive sampling method with a total sample of 96 people. Technical analysis using t test, R square test, adjusted R square test, and multiple linear regression with test equipment using SPSS 26. From the analysis of research data obtained the following results: Taste (X1) has a positive and significant effect on Consumer Satisfaction (Y) with t count > t table (8,767 > 1,986 ) and contributed 45%. Price (X2) has a positive and significant effect on Consumer Satisfaction (Y) with t count > t table ( 10.005 > 1.986 ) and contributes 51.6%. Taste (X1) has a positive and significant effect on Repurchase Decision (Z) with t count > t table (9,363 > 1,986) and contributes 48.4%. Price (X2) has a positive and significant effect on Repurchase Decision (Z) with t count > t table (9,432 > 1,986 ) and contributes 48.6%. Consumer Satisfaction (Y) has a positive and significant effect on Repurchase Decision (Z) with t count > t table ( 13,848 > 1,986 ) and contributed 67.1%. From the points above, it can be concluded that the taste and price have a positive effect on consumer satisfaction which then has a positive impact on the decision to repurchase Aayam Goreng Yupi products. So that consumer satisfaction can be an intervening variable between taste and price with repurchase decisions

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Published

2023-12-13

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Vol. 4 No. 1 (2023): HUMANIS (Humanities, Management and Science Proceedings)

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