The Influence of Product and Price on Consumer Repurchase Interest at 012 Roastery

Muhammad Panji Kusuma Wardani; Sumiyati Sumiyati

doi:10.37899/journal-la-sociale.v6i4.2148

Muhammad Panji Kusuma Wardani Management Study Program, Faculty of Economics and Business, Muhammadiyah University of Pontianak
Sumiyati Management Study Program, Faculty of Economics and Business, Muhammadiyah University of Pontianak

DOI: https://doi.org/10.37899/journal-la-sociale.v6i4.2148

Keywords: Products, Prices, Linearity Test, Rostery in Pontianak

Abstract

Roastery is a business to improve the quality of coffee beans to be produced, this study was conducted to determine the factors that influence products and prices on consumer repurchase interest in Roastery in Pontianak City, This study uses a quantitative approach using a questionnaire tool with a research sample of 100 respondents. The characteristics of respondents in this study are dominated by young people with an age range of 25-29 years. The data analysis technique used is linearity test analysis (Product and Repurchase Interest). Based on this study, it shows that products and prices have multiple linear regression equations that mutually influence product sales and purchases with the results of multiple linear regression tests with a constant value of 1.468, a product regression coefficient value of 0.251 and a price regression coefficient value of 0.353 it can be concluded that the correlation coefficient value is 0.851, this shows that the relationship between product variables (x1) and price (X2) and Repurchase Interest (Y) is very strong in influencing each other with an interval of 0.80 - 1,000. This can be grouped into 3 factors: Quality products, prices that are acceptable to all groups, strategic locations are factors that can be considered by the Roastery.

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