Analisis Pengaruh Harga, Kualitas Produk dan Pelayanan terhadap Minat Beli Ulang Pelanggan Sentosa Digital Printing Medan

Abstract

A tighter business competition has made the businessmen to seek for an appropriate strategy to market their products, especially to increase their selling and to maintain existing customers. Business competition in development in this globalization era requires any company to be able to respond and take a quick and appropriate action in facing the uncertain and dynamic business competition. Therefore, each company must compete in creating and maintaining their customers. Sentosa Digital Printing Medan is a company which is active in Digital Printing business. Digital Printing is one of the attempts to make use of technology to print data or picture on various materials of physical media. The purpose of this descriptive quantitative study was to find out the influence of price, product quality and service on the interest of the customers to shop again at Sentosa Digital Printing Medan. The population for this study was the customers of Sentosa Digital Printing Medan and 87 of them were selected to be the respondents for this study through accidental sampling method based on Slavin formula. The data for this study were obtained through distributing questionnaires to the 87 respondents. The data obtained were analyzed through multiple linear regression analysis by using SPSS program. The result of this study showed that, partially and simultaneously, the independent variable had positive and significant influence on the customers of Sentosa Digital Printing Medan. The R2 value of this study was 0.851 which means that the independent variable can explain that its influence on the dependent variable was 85.1%, while the remaining 14.9% is explained by the other variables such as promotion, and location which is included in this study. The result of regression tests showed that, simultaneously, the independent variable (X) comprising price, product quality and service had a positive and significant influence on the dependent variable (Y), namely, the interest of the consumers to shop again at Sentosa Digital Printing Medan. The result of regression test showed that, partially, the variables of price, product quality and service had a positive and significant influence on the interest of the consumers to shop again at Sentosa Digital Printing Medan. The result of logistic regression test on the dependent variable (Y), namely, the interest of the consumers to shop again at Sentosa Digital Printing Medan showed that the consumers of Sentosa Digital Printing Medan who were interested in coming back to shop at Sentosa Digital Printing Medan were 56 respondents and 31 respondents said that they will not come back to shop at Sentosa Digital Printing Medan.