PENGARUH HARGA DAN LOKASI TERHADAP MINAT BELI ULANG OTAK-OTAK SEI ENAM DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING

Abstrak

This study aims to determine the effect of price on the repurchase intention of Otak-otak Sei Enam
through customer satisfaction, the influence of location on repurchase interest through customer
satisfaction, the effect of price and location partially on customer satisfaction, the influence of price
and location partially on repurchase interest and the influence of consumer satisfaction on
repurchase interest. The population in this study were all Otak-otak Sei Enam consumers.
Determination of the sample using the incidental sampling method, with sampling techniques using
iteration formula to obtain 100 respondents. The data collection method used was a questionnaire /
questionnaire. The analytical methods used in this study are descriptive test, data quality test, classic
assumption test, path analysis and hypothesis testing. The results of the analysis in this study indicate
that consumer satisfaction does not mediate between price and location of repurchase interest. Price
partially has a significant effect on customer satisfaction, location has a partially significant effect
on customer satisfaction. Price partially significantly influences repurchase intention, location
partially has significant influence on repurchase interest and consumer satisfaction partially
influences repurchase intention. Based on this research, owner of the Otak-otak Sei Enam are
expected to continue to maintain and continue to strive to increase customer repurchase interest by
taking into account any factors that can support repurchase interests other than through price and
location.