PENGARUH PRODUCT QUALITY, PRICE TERHADAP REPURCHASE INTENTION MELALUI CUSTOMER SATISFACTION HONDA SCOOPY DI BANDUNG RAYA

Abstract

Product quality and competitive prices can help consumers to decide to buy a product. This study aims to determine the effect of product quality and price on repurchase intention mediated by customer satisfaction. Honda Scoopy products experience sales fluctuations. This study involves samples and populations with a minimum age of 17 years and over and Honda Scoopy motorcycle users. The number of samples of this study was determined as 125 respondents, collecting samples with convenience sampling which is included in the non-probability sampling category. The results of the study found that product quality has a significant effect on customer satisfaction, price has a significant effect on customer satisfaction, product quality has a significant effect on repurchase intention, price has no significant effect on repurchase intention, customer satisfaction has a significant effect on repurchase intention, customer satisfaction plays a role in mediating the effect of product quality on repurchase intention, and, customer satisfaction does not play a role in mediating the effect of price on repurchase intention.