THE EFFECT OF PRICE PERCEPTION, PRODUCT QUALITY, AND SERVICE QUALITY ON REPURCHASE INTENTION

ABSTRACT: The purpose of this study was to determine the effect of perceived price, product quality and service quality on repurchase intention of Kober Mie Setan products in Denpasar City. This research was conducted on customers who usually buy Kober Mie Setan products who live in Denpasar City. The sample size used was 210 respondents, with non-probability sampling methods, especially purposive sampling. Data collection was carried out through distributing questionnaires which were distributed to respondents who live in Denpasar City. The data analysis technique used is multiple linear regression. Based on the results of the research conducted, it was found that (1) perceived price has a significant positive effect on repurchase intention with a regression coefficient value of 0.132 and a significant value of 0.015 (2) product quality has a significant positive effect on repurchase intention with a regression coefficient value of 0.223. and a significant value of 0.000 and (3) service quality has a positive and significant effect on customer loyalty with a regression
coefficient value of 0.308 and a significant value of 0.000. This study can be concluded that the perception of price, product quality, and good service quality greatly affect the repurchase intention of Kober Mie Setan in Denpasar City. We recommend that the management of the Kober Mie Setan company pay attention to price perceptions, product quality, and service quality felt by customers in order to maintain and increase repurchase intentions for their customers.
Keywords: price perception, product quality, service quality, repurchase intention