PENGARUH PRODUK, HARGA DAN PROMOSI TERHADAP KEPUASAN KONSUMEN YANG BERDAMPAK PADA REPURCHASE ITENTION (Studi Kasus Pada Pelanggan PT. Ntronik Lintas Nusantara Semarang)

Abstract

This research is motivated by their business phenomenon, namely the volume of sales of PT. Ntronik Lintas Nusantara through a phase fluctuate each month, this indicates that customer satisfaction for the transaction vouchers are electrically rated to decline, the indicator can be seen from the volume of sales generally declined and allegedly consumers have switched to a competitor distributor. This study aims to determine the effect of product, price and promotion to customer satisfaction and repurchase itention. The size of the sample used in this study as many as 94 people. The sampling technique used convienen sampling. Statistical analysis was conducted on the multiple linear regression and hypothesis testing.

 Based on the results of data analysis can be concluded; 1) There is a positive and significant impact on customer satisfaction products, 2) There is a positive and significant impact on consumer satisfaction rates, 3) There is a positive and significant impact on the promotion of customer satisfaction, 4) There is a positive and significant impact product, price and promotion jointly to customer satisfaction, 5) There is a positive and significant effect on repurchase intention product, 6) There is a positive and significant impact on the price of repurchase intention, 7) There is a positive and significant impact on the promotion of repurchase intention, 8) There is a positive and significant impact on customer satisfaction, repurchase intention. 9) There is a positive and significant impact product, price, promotion and customer satisfaction together towards repurchase intention,. The coefficient of determination is equal to 0.712 which means the variations influenced the change of customer satisfaction products, prices and promotions by 71.2%, while the remaining 28.8% is influenced by other factors beyond research. The coefficient of determination is 0.281, which means a variation of repurchase intention changes affected product, price, promotion and customer satisfaction of 28.1%, while the remaining 71.9% is influenced by other factors beyond the research

Keywords: Product, Price, Promotion, Customer Satisfaction, Repurchase Itention