PENGARUH PRODUCT QUALITY DAN PROMOTION MIX TERHADAP REPURCHASE INTENTION ATAS PRODUK KACA DARK GREY PADA PT. REAL GLAS SEMARANG

Abstract

On consumer buying interest (repurchase intention) is a consumer commitment that formed after the consumer makes a purchase of a product or service. This commitment arises, because a positive impression of consumers towards a brand, and consumers satisfied with the purchase. The desire of consumers to re-purchase (repurchase intention) of a product may be affected by product quality (product quality) offered and the promotion mix strategy undertaken by the company.

Formulation of the problem of this research is whether efforts should be made the management of PT. Glass Real Semarang to increase buying interest on consumers by improving product quality dark gray glass and increase promotion mix. This study aims to determine the effect of product quality and repurchase intention of the promotion mix on dark gray glass products at PT. Glass Real Semarang.

The population of this study are customers who make purchases directly to the PT. Glass Real Semarang on dark gray glass products, the number of samples of 150 respondents. How to sampling is by using purposive sampling method. Data collection techniques using questionnaires, interviews and observation. To test the hypothesis used multiple regression analysis.

The results of this research indicate that (1) Product Quality influence on Repurchase Intention on dark gray glass products at PT. Glass Real Semarang, (2) Promotion Mix effect on Repurchase Intention on dark gray glass products at PT. Glass Real Semarang, and (3) Product Quality and Promotion Mix simultaneously affect the Repurchase Intention on dark gray glass products at PT. Glass Real Semarang.

Kata kunci: Product Quality, Promotion Mix, Repurchase Intention.