Pengaruh harga produk dan keragaman produk terhadap minat beli ulang konsumen di minimarket dhutamart pura demak denpasar barat

Abstract

Repurchase interest is a reflection of customer satisfaction. In creating repurchase interest, several determining variables includes product prices and product diversity. The purpose of the study is to determine the simultaneous or partial effect of product price and product diversity on repurchase interest at Dhutamart Minimarket Pura Demak Denpasar Barat. The number of samples was determined by purposive sampling method as many as 60 consumers of Dhutamart Minimarket. Data were analyzed using classical assumption test, multiple linear regression analysis, multiple correlation analysis, determination analysis, simultaneous significance test (F-test) and partial significance test (t-test). The results showed that there was a simultaneous positive and significant effect of product price and product diversity on repurchase interest at the Dhutamart Minimarket Pura Demak, Denpasar Barat. While partially the product price has a positive and significant effect on repurchase interest at the Dhutamart Minimarket Pura Demak, Denpasar Barat. Partially, product diversity has a positive and significant effect on repurchase interest at the Dhutamart Minimarket, Pura Demak, Denpasar Barat.