Pengaruh Harga dan Kualitas Pelayanan terhadap Keputusan Pembelian Produk Ayam Geprek di Warung 88 Kubang Putiah Bukittinggi

Abstract

This study investigates the influence of price, product quality, and customer loyalty on the repurchase interest of 3 kg LPG gas in Pekalongan City. Employing an explanatory research design, the sample comprised 100 individuals selected through proportional random sampling who had purchased 3 kg LPG gas. A structured questionnaire served as the primary research instrument, and hypotheses were tested using multiple linear regression analysis. The findings reveal that while price significantly affects repurchase interest, product quality does not demonstrate a statistically significant impact. Conversely, loyalty exhibits a significant positive correlation with repurchase interest. These results suggest that repurchase interest in 3 kg LPG gas in Pekalongan City is primarily driven by pricing strategies and customer loyalty rather than product quality. Consequently, it is recommended that consumers prioritize product quality, particularly concerning safety factors associated with LPG gas cylinders, when making purchasing decisions. This study contributes to the broader understanding of consumer behavior in the energy sector, highlighting the critical role of pricing and loyalty in fostering repeat purchases, which has implications for marketers and policymakers aiming to enhance consumer safety and satisfaction.