PENGARUH KUALITAS PRODUK DAN PEPSEPSI HARGA TERHADAP SIKAP KONSUMEN DAN DAMPAKNYA TERHADAP NIAT BELI ULANG (Studi Pada Konsumen Hero Coffe Di Semarang)

15.05.51.0077 Ria Handayani

Keywords: Product quality, Price perception, Consumer attitude, Intention to repurchase

Abstract

This study aims to examine and analyze the effect of product quality and price perceptions on consumer attitudes and to test and analyze the influence of consumer attitudes on purchase intentions on visitors to the Hero Coffe in Semarang. The population of this research is the visitors of Hero Coffe in Semarang. Sampling is done by using a purposive sampling method that is Hero Coffe visitors in Semarang and a sample of 100 respondents. The primary data collection method used is the questionnaire and interview method. Data were analyzed using test instruments, multiple linear regression, and model tests. The results showed that product quality and price perception were positive and significant towards consumer attitudes. Consumer attitudes have a positive and significant effect on intention to repurchase.

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