Pengaruh Kepuasan Pelanggan, Harga, dan Kepercayaan Merek Terhadap Minat Beli Ulang Produk Bear Brand (Studi pada Mahasiswa/i Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sumatera Utara)

Abstract

The development of the business world is increasing as well as the level of competition between fellow companies. Many ways that companies do to maintain sustainability in the business world. Some of them are about customer satisfaction, price and brand trust in accordance with the needs of the community. This study aims to identify and analyze the effect of customer satisfaction on repurchase interest, the influence of price on repurchase interest, the influence of brand trust on repurchase interest, and the influence of customer satisfaction, price and brand trust together to interest in re-buying Bear Brand products On FISIP USU students. This research uses quantitative method with associative approach. The population in this study were all students of FISIP USU who consumed Bear Brand product more than once and the sample in this study was taken using Lameshow formula and got the number of samples of 70 people. Data analysis method used is validity and reliability test, classical assumption test, multiple linear regression analysis test, hypothesis test through t-test and F-test, and test of coefficient of determination. The results showed simultaneously (F-test), seen that F-count (10,875)> F-table (2.51) with sig. Amounting to 0,000 which means the variable of customer satisfaction, price and brand trust together have a positive and significant effect on purchasing decisions. Determination coefficient analysis seen from the value of R Square of 0.331 which means the interest in buying Brand Bear products on FISIP USU students can be influenced by customer satisfaction, price and brand trust of 33.1% while the remaining 66.9% influenced by other factors not explained in this research.