The Effect of Product Quality, Brand Equity, Place, and Promotion Towards Repurchase Intention Decision of Warunk Gacoan Solo

Nurrahma, Rizky Amalia and Kussudyarsana, Kussudyarsana, S.E., M.Si., Ph.D. (2021) The Effect of Product Quality, Brand Equity, Place, and Promotion Towards Repurchase Intention Decision of Warunk Gacoan Solo. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The development of the culinary industry has developed rapidly. It can be seen from the number of culinary businesses today that are developing with high creativity and innovation in order to get consumers. Therefore, the aim of this study was to analyze the effect of product quality, brand equity, place and promotion on repurchase decisions at Warunk Gacoan Solo. This type of research is quantitative. The data source of this research is primary data with a questionnaire using convenience sampling with 182 respondents. This research method is multiple linear regression. Based on the results of the analysis and discussion of the resulting data, the effect of product quality, brand equity, place, and promotion on repurchase decisions shows that: (1) product quality has a significant effect on repurchase intention decision, (2) brand equity significantly affects repurchase intention decision, (3) place has a significant effect on repurchase intention decision, and (4) promotion significantly affects repurchase intention decision. Based on the results of the F test, the variables of product quality, brand equity, place, and promotion have a significant effect sim ultaneously on the repurchase decision process.

Item Type: Karya ilmiah (Skripsi)
Uncontrolled Keywords: Product Quality, Brand Equity, Place, Promotion, Repurchase Intention Decision
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: RIZKY AMALIA NURRAHMA
Date Deposited: 11 Aug 2021 09:24
Last Modified: 11 Aug 2021 09:24
URI: http://eprints.ums.ac.id/id/eprint/92627

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