Pengaruh Kelengkapan Produk, Kualitas Pelayanan, dan Servicescape terhadap Minat Beli Ulang Konsumen (Studi Kasus pada Toko Kosmetik Underprice Skincare Medan)

Abstract

The purpose of this study was to determine and analyze the effect of Product Completeness, Service Quality, and Servicescape on Consumer Repurchase Interest. The cosmetics industry has received more attention from the public, especially after the pandemic, people have shown interest in products that provide excitement and refreshment, such as skincare and personal care. In the middle of the online shopping trend, offline purchases at cosmetic stores are still an option for consumers. Underprice Skincare is one of the well-known cosmetic stores in Medan City. Based on related phenomena, Underprice Skincare cosmetic stores indicate that through Product Completeness, Service Quality, and Servicescape can have an impact on Underprice Skincare Consumer Repurchase Interest. The population in the study were Underprice Skincare consumers. The sample used in this study were 97 Underprice Skincare consumer respondents. The data collection technique in this study used a questionnaire or questionnaire technique. Data analysis techniques using descriptive analysis and multiple linear regression analysis. Data processing in this study using SPSS 26. Based on the partial research results, it shows that Product Completeness has a positive and significant effect on Consumer Repurchase Interest, Service Quality has a positive and significant effect on Consumer Repurchase Interest, Servicescape has a positive and insignificant effect on Consumer Repurchase Interest, and simultaneously the variables of Product Completeness, Service Quality, and Servicescape have a significant effect on Consumer Repurchase Interest. This study shows that Product Completeness has the greatest influence on Repurchase Interest in Undeprice Skincare consumers. And based on the coefficient of determination, the independent variable only affects the dependent variable by 49.7%.