The Influence of Product Quality, Service Quality and Price on Consumer Repurchase Interest of Sepinggan Food Stall in Pontianak City

Анотація

Food is an irreplaceable basic need for humans, and is now also part of a lifestyle and a symbol of social status. This development has driven the growth of the culinary industry, including in Pontianak City, which is marked by the increasing number of restaurants. Increasing competition requires business actors such as sepinggan food house to maintain product quality, service, and pricing strategies in order to maintain consumer repurchase interest. This study aims to analyze the effect of product quality, service quality, and price on consumer repurchase interest at sepinggan food house. This study uses a quantitative approach with a survey method. The type of research used is associative causal, with a purposive sampling technique. The number of samples was 100 respondents who had made purchases at least twice. The data collection instrument was a questionnaire, and the data was analyzed using multiple linear regression analysis. The results showed that product quality had a significant effect on repurchase interest (Sig. = 0.002) with a positive correlation (r = 0.711). Price also had a positive and significant effect (coefficient = 0.406; Sig. = 0.000). However, service quality does not have a significant effect (Sig. = 0.114). In conclusion, product quality and price are important factors that influence consumer decisions to make repeat purchases at sepinggan food house, while service quality does not have a significant effect.