Pengaruh Service Quality, Price, Dan Promotion Terhadap Repeat Purchase Ayam Goreng Nelongso (Studi Kasus Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Islam Malang)

Abstract

Abstract

 

This study aims to determine the effect of service quality, price, and promotion on the repurchase of Nelongso fried chicken (a case study of economics and business students at the Islamic University of Malang). The type of research used is explanatory research with a quantitative approach. The sample in this study found 80 respondents with the technique used in this study purposive sampling. The results showed that service quality, price, and promotion had a positive effect on repeat purchases. Service quality has a positive effect on purchases. Price has a significant negative effect on repeat purchases. Promotion has a positive effect on repeat purchases.

 

Keywords: Service Quality, Price, Promotion, and Repeat Purchase.