The Influence of Product Diversity, Price, and Service Quality on Repurchase Intention Through Customer Satisfaction as an Intervening Variable

Authors

  • Imas Saadah Universitas Garut
  • Intan Permana Universitas Garut
  • Lindayani Universitas Garut
  • Asri Solihat Universitas Garut
  • Mohammad Soni Institut Pendidikan Indonesia

Keywords:

customer satisfaction, price, product diversity, repurchase intention, service quality

Abstract

Repurchase interest reflects a company’s success in marketing its products. If repurchase interest is low, there will be a decrease in sales performance. The purposes of the study were understanding the product diversity, price and service quality on repurchase intention through costumer satisfaction as a marketing phenomenon. The population was Indonesian consumers who have used Shinzui products. The survey was sent online 227 randomly, there by individuals had the send probability of being selected from the population and the representing as sample. The data analysis technique in this quantitative study utilized statistical approach. The program used to analyze the data with the regression method was Statistical Product and Service Solution (SPSS) to meet the criteria for data analysis using regression, an interval scale was utilized. The tecnique of analyzing the data in this study was regression. The data obtained in this study is accurate and reliable at 95% degree. Based on the results of research on the analysis of repurchase intention influenced by product diversity, price and service quality. It is hoped that this research will be useful, especially for stakeholders in conducting research aimed at developing their companies.

Published

2025-07-13

Issue

APSKI ICE Vol 03, Ed 01 (2025)

Section

Articles

License

Copyright (c) 2025 APSKI International Conference on Association of Indonesian Entrepreneurship Study Programs

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