| dc.description.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. | en_US |
