PENGARUH HARGA, KUALITAS PRODUK, DAN PROMOSI TERHADAP MINAT PEMBELIAN ULANG DI MARKETPLACE SHOPEE

Abstract

The purpose of this study was to analyze the effect of price, product quality, and promotion on repurchase interest in the shopee marketplace. The method used in this research is a quantitative method. The type of data used in this study is primary data. The data collection method in this study used an online questionnaire. The population used in this study were all people in Surakarta City who repurchased shopping at the Shopee marketplace. This study uses purposive sampling technique. The sampling method in this study used 200 respondents. The analysis method uses the SPSS application. The results of this study are Price has a positive and insignificant effect on Repurchase Interest in the Shopee marketplace in Surakarta City. Product quality has a negative and insignificant effect on Repurchase Interest in the Shopee marketplace in Surakarta City. Promotion has a positive and significant effect on Repurchase Interest in the Shopee marketplace in Surakarta City.