The Effect Of Price, Promotion, And Service Quality On Repurchase Intention At Delvin Thea In Pemangkat District

Indah Cahyani; Ananda Archie

doi:10.55681/economina.v5i9.4026

Authors

Indah Cahyani Universitas Muhammadiyah Pontianak,Pontianak, Indonesia
Ananda Archie Universitas Muhammadiyah Pontianak, Pontianak, Indonesia

DOI:

https://doi.org/10.55681/economina.v5i9.4026

Keywords:

Price; Promotion; Service Quality; Repurchase Intention; Beauty Clinic

Abstract

This study aims to analyze the effects of Price, Promotion, and Service Quality on Repurchase Intention among consumers of Delvin Thea Beauty Clinic in Pemangkat District. The study employed a quantitative approach with an associative research design. The sample was selected using purposive sampling and consisted of 150 respondents who met the research criteria. Primary data were obtained through Likert-scale questionnaires and interviews, while secondary data were obtained from the business profile, revenue data, and data from the Investment Office. Data were analyzed using multiple linear regression, the correlation coefficient, the coefficient of determination, the F test, and the t test with the assistance of SPSS. Partially, Price, Promotion, and Service Quality had positive and significant effects on Repurchase Intention. Simultaneously, the three variables had a significant effect on Repurchase Intention. The correlation coefficient indicated a strong relationship, while an R² value of 0.609 showed that 60.9% of the variation in Repurchase Intention was explained by the three independent variables. These results indicate that stronger consumer repurchase intention is associated with price management, promotional effectiveness, and the service quality provided by Delvin Thea Beauty Clinic

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