Pengaruh Kualitas Pelayanan, Harga, Promosi, Dan Keragaman Produk Terhadap Minat Beli Ulang Konsumen Pada Online Shop Shopee (Studi Kasus Pada Mahasiswa FEB UNISMA)

Abstract

Abstract

The development of the digital world has now become a field for businessmen to expand their sales methods into the online realm. Currently, many businessmen ranging from large companies to retailers are starting to develop their business into an online shop business. The number of digital transactions of the Indonesian people during the Covid-19 pandemic increased quite significantly. One of the online shop platforms that is increasingly being used by the public is Shopee.This study aims to determine how the effect of service quality, price, promotion, and product diversity on repurchase interest.

This study uses quantitative methods. The population of this study were students of FEB UNISMA. The data collection technique is by distributing questionnaires. The sample of this study was taken by purposive sampling technique with the Malhotra formula, totaling 94 respondents to FEB UNISMA students. The variables in this study are Service Quality (X₁), Price (X₂), Promotion (X₃), Product Diversity (X₄), and Repurchase Interest (Y). The data analysis methods used are instrument test, normality test, classical assumption test, multiple linear regression analysis test hypothesis, and test the coefficient of determination with the help of SPSS 20.0 software for windows.

The results showed that the quality of service, price, promotion, and product diversity simultaneously or partially had a significant effect on repurchase interest in Online Shop Shopee consumers (a case study on FEB UNISMA students).

 

Keywords: Service Quality, Price, Promotion, Product Diversity, and Repurchase Interest.