Pengaruh Kualitas Produk Dan Kepuasan Pelanggan Terhadap Minat Beli Ulang Susu Full Cream Uht Diamond Pada Distrubtor Pt XYZ

Abstract

Abstract:This research aims to determine the influence of product quality and customer satisfaction on interest in repurchasing Diamond UHT full cream milk at Distrubtor PT Sukanda Djaya. With a sample size of 72 respondents, it was determined based on the results of the Slovin formula calculation. The sampling technique in this research is purposive sampling. .The type of data used is quantitative descriptive data. Data processing and analysis uses multiple linear regression with the SPSS version 26 program. The results of this research show that partially product quality has a significant effect on interest in repurchasing diamond full cream milk products at PT. Sukanda Djaya, then H1 is accepted. The partial test shows that the customer satisfaction variable has a significant effect on interest in repurchasing diamond full cream milk products at PT. Sukanda Djaya, H2 accepted. Simultaneously, it also proves that product quality and customer satisfaction have a significant effect on interest in repurchasing products at PT. Sukanda Djaya with a significant value of 0.000 < 0.05. The results of the coefficient of determination test obtained the R2 test value in the table above. It can be seen that the R square value is 0.46 which means 46% and this states that the variables Product Quality and Customer Satisfaction have an influence by 46% influences Repurchase Intention. Furthermore, the difference of 100% - 73% = 27% is another variable not examined in this research.