Pengaruh Harga dan Kualitas Produk terhadap Minat Beli Ulang Pasta Gigi
DOI:
https://doi.org/10.37385/msej.v7i1.10007Keywords:
Harga, Kualitas Produk, Daya Beli Ulang, Loyalitas Pelanggan.Abstract
Pasar saat ini yang ramai dan dipenuhi berbagai merek, perusahaan pasta gigi menghadapi tekanan untuk tetap relevan di mata konsumen. Pada titik ini, loyalitas konsumen tidak bisa hanya dibangun melalui promosi sesaat, tetapi harus berdasarkan pengalaman nyata yang mencerminkan keseimbangan antara harga yang wajar dan kualitas yang memuaskan. Ketika pengalaman konsumen positif, kemungkinan besar mereka akan kembali membeli produk yang sama. Penelitian ini adalah sebagai kajian dampak harga serta kualitas produk untuk minat beli ulang pasta gigi. Pendekatan kuantitatif digunakan dengan metode survei terhadap 100 responden mahasiswa di Kota Surabaya yang pemilihan melalui sampling tujuan. Data diperoleh dengan menggunakan survei berbasis skala opini dan diolah melalui regresi linear berganda. Temuan penelitian mengindikasikan harga memberikan pengaruh positif yang besar terhadap niat beli ulang, dengan indikator keterjangkauan dan kesesuaian harga terhadap manfaat menjadi faktor penting. Kualitas produk berpengaruh signifikan, bahkan lebih dominan dibandingkan harga, dengan efektivitas, keamanan, dan kenyamanan penggunaan sebagai dimensi utama. Dilihat dari simultan, harga dan kualitas produk secara bersamaan memiliki pengaruh yang bagus untuk melakukan pesanan ulang, dengan tingkat kontribusi sebesar 54,5%. Hasil pengujian ini menegaskan bahwa strategi pemasaran yang menekankan kualitas produk, disertai harga yang kompetitif, lebih efektif dalam meningkatkan loyalitas konsumen pasta gigi.
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