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ABSTRACT
The purpose of this study was to determine and analyze the effect of product quality,
price and promotion on consumer repurchase intention of sala flour products at the home
industry of sala flour "UPIK" in Pariaman City. This study uses descriptive and
quantitative analysis models with multiple regression analysis methods. The variables
used in this study are product quality, price and promotion as independent variables and
repurchase intention as the dependent variable. The technique used to determine the
sample in this study is a simple random sampling technique with the slovin method in
order to obtain as many as 30 samples of customers who repurchase the "UPIK" sala
flour product. Based on the results of the study showed that the significance value for the
product quality variable (X1) on repurchase intention was 0.000 <0.05. With these
results it can be stated that the quality of the product has a significant influence on the
consumer's decision to repurchase the sala flour product at the "UPIK" sala flour home
industry in Pariaman City. The significance value for the price variable (X2) on
repurchase intention was 0.02 <0.05. With these results, it can be stated that the price
has a significant effect on the consumer's decision to repurchase sala flour products at
the "UPIK" sala flour home industry in Pariaman City. The significance value for the
promotion variable (X3 on repurchase intention was 0.001 < 0.05. With these results, it
can be stated that promotion has a significant effect on consumer repurchase decisions of
sala flour products at the home industry of sala flour "UPIK" in Pariaman City. Based
on the results of research that has been carried out, the product quality, price and
product design variables have an R square value of 52.1 and the calculated F value =
16.688 with sig = 0.000 <0.05 which explains that the variables of product quality, price
and promotion together The same has a significant effect on consumer repurchase
decisions of sala flour products in the home industry of sala flour "UPIK" in Pariaman
City by 52.1% and the rest is influenced by other factors not included in this study.
ABSTRAK