Kualitas Produk Dan Harga Berpengaruh Terhadap Minat Beli Ulang Mie Instan Indomie

(Studi Pada Konsumen Kecamatan Jujuhan Kabupaten Bungo)

Abstract

Indonesia is a country that ranks high in terms of instant noodle consumption. This study aims to determine and explain the significant influence of product quality and price on the intention to repurchase Indomie Instant Noodle Products. The population study encompasses all people in Jujuhan Ilir, but due to time constraints, the researcher selected 67 respondents using Slovin's theory as the sampling method. Next, the researcher distributed questionnaires randomly and analyzed them using multiple linear regression analysis. Based on Multiple Linear Regression Analysis with the tool SPSS Version 24.00, product quality and price have a significant influence on consumer repurchase intentions for Indomie instant noodle products, both partially and simultaneously. The results of the determination coefficient (R2) test show that the value of the determination coefficient R Square from the results of this study = 0.717. This result means that product quality and price contribute 71.7% to consumer repurchase intentions for Indomie instant noodles. Therefore, the company must maintain product quality and price, considering that the product offered is instant noodles, so that consumers are interested in buying again. In addition, effective marketing strategies need to be designed to attract consumer purchasing interest.