DEWI ANGGRAINI, NPM 2201100046 (2026) PENGARUH POTONGAN HARGA, KUALITAS PRODUK, DAN PELAYANAN TERHADAP MINAT BELI ULANG KONSUMEN PADA TOKO KARYA INDAH GORDYN RANTAUPRAPAT. Tugas_Akhir(Artikel) YUME : Journal of Management, 9 (2). pp. 767-783. ISSN 2614-851X(e-ISSN)
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh potongan harga, kualitas produk, dan pelayanan terhadap minat beli ulang konsumen pada Toko Karya Indah Gordyn Rantauprapat. Persaingan yang semakin ketat dalam industri konveksi menuntut pelaku usaha untuk mengembangkan strategi yang mampu mempertahankan pelanggan dan meningkatkan pembelian ulang. Pendekatan yang digunakan dalam penelitian ini adalah kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 96 responden yang dipilih menggunakan teknik non-probability sampling dengan metode insidental. Analisis data dilakukan dengan bantuan IBM SPSS melalui uji validitas, uji reliabilitas, uji asumsi klasik, regresi linear berganda, uji t, uji F, serta koefisien determinasi. Hasil penelitian menunjukkan bahwa secara parsial potongan harga, kualitas produk, dan pelayanan berpengaruh positif dan signifikan terhadap minat beli ulang. Variabel potongan harga memiliki pengaruh paling dominan dibandingkan variabel lainnya. Secara simultan, ketiga variabel tersebut juga terbukti berpengaruh signifikan terhadap minat beli ulang dengan nilai koefisien determinasi sebesar 55,8%, yang berarti bahwa lebih dari setengah variasi minat beli ulang dapat dijelaskan oleh model penelitian ini. Temuan ini mengindikasikan bahwa peningkatan minat beli ulang tidak hanya ditentukan oleh strategi harga, tetapi juga oleh konsistensi kualitas produk dan mutu pelayanan. Oleh karena itu, perusahaan perlu mengelola ketiga aspek tersebut secara terpadu guna memperkuat loyalitas pelanggan dan menjaga keberlanjutan usaha. Kata Kunci : potongan harga, kualitas produk, pelayanan, minat beli ulang ==================================================================================== This study aims to examine the influence of price discounts, product quality, and service quality on customers’ repurchase intention at Toko Karya Indah Gordyn Rantauprapat. Increasing competition in the convection industry requires business actors to implement effective strategies to retain customers and encourage repeat purchases. This research employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to 96 respondents selected using non-probability sampling with an incidental sampling technique. Data analysis was conducted using IBM SPSS, including validity testing, reliability testing, classical assumption tests, multiple linear regression analysis, t-test, F-test, and coefficient of determination analysis. The results indicate that price discounts, product quality, and service quality each have a positive and significant effect on repurchase intention. Among the three variables, price discounts show the most dominant influence. Simultaneously, all independent variables significantly affect repurchase intention, with a coefficient of determination of 55.8%, indicating that more than half of the variation in repurchase intention can be explained by the proposed model. These findings suggest that repurchase intention is influenced not only by pricing strategies but also by consistent product quality and effective service delivery. Therefore, businesses are encouraged to integrate pricing policies, product quality management, and service improvement strategies to strengthen customer loyalty and sustain long-term business performance. Keywords: price discount, product quality, service quality, repurchase intention
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Potongan Harga, Kualitas Produk, Pelayanan, Minat Beli Ulang================Price Discount, Product Quality, Service Quality, Repurchase Intention |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 22 Jun 2026 03:00 |
| Last Modified: | 22 Jun 2026 03:00 |
| URI: | http://repository.ulb.ac.id/id/eprint/2557 |
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