The Influence of Product and Price on the Repurchase Intention of Kebab Khabaz Consumers in Singkawang

Abstract

This study aims to analyze the influence of Product and Price on the Repurchase Intention of consumers at Kebab Khabaz in Singkawang City. A descriptive quantitative approach was used, employing purposive sampling with a total of 100 respondents. Data were processed through validity and reliability tests, classical assumption testing, and multiple linear regression analysis. The F-test results show that Product and Price simultaneously have a significant influence on Repurchase Intention, with a significance value of 0.000 < 0.05 and an F-count of 56.432. Meanwhile, the t-test results indicate that both Product (t = 5.224; sig. 0.000) and Price (t = 4.776; sig. 0.000) have a positive and significant partial effect on Repurchase Intention. The coefficient of determination (R²) is 0.679, indicating that 67.9% of the variance in Repurchase Intention can be explained by Product and Price, while the remaining 32.1% is influenced by other factors outside this research model. This study emphasizes the importance of product quality and appropriate pricing strategies in building consumer loyalty. It is recommended that the business owner maintain consistent product quality and regularly evaluate pricing strategies to remain competitive and reflect the value offered to consumers.