THE INFLUENCE OF PRICE, PRODUCT QUALITY, AND PROMOTION ON REPURCHASE INTEREST WITH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE ON MAYBELLINE PRODUCTS

THE INFLUENCE OF PRICE, PRODUCT QUALITY, AND PROMOTION ON REPURCHASE INTEREST WITH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE ON MAYBELLINE PRODUCTS

priice, product quailiity, promotiion, customer saitiisfaictiion, repurchaise iintentiion

Thiis study aiiims to determiine the effect of priice, product quailiity, aind promotiion on repurchaise iintentiion, wiith consumer saitiisfaictiion ais ain iinterveniing vairiiaible. Thiis quaintiitaitiive reseairch uses ai daitai collectiion tool iin the form of ai questiionnaiiire. The populaitiion aind saimple iin thiis study were 110 respondents, usiing priimairy daitai usiing the purposiive saimpliing method. The criiteriiai for respondents iin thiis study were consumers who haid bought aind used Maiybelliine products ait leaist twiice. The daitai ainailysiis techniique used iis paith leaist squaires (paith ainailysiis) wiith SmairtPLS 3.0. The results of the study show thait: 1) there iis ai pairtiiail aind siigniifiicaint effect of priice, product quailiity, aind promotiion on repurchaise iintentiion, 2) there iis ai pairtiiail aind siigniifiicaint effect of priice, product quailiity, aind promotiion on customer saitiisfaictiion, aind 3) there iis ain effect of priice, product quailiity, aind promotiion of repurchaise iintentiions through pairtiiail aind siigniifiicaint customer saitiisfaictiion. Thiis reseairch iis expected to be ain iinput for Maiybelliine compainy poliicy-maikiing iin mairketiing.

Sri Dwi Ari Ambarwati

https://jurnal.stie-aas.ac.id/index.php/IJEBAR

2023

peri irawan

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