Sumiati, Sumiati (2022) Analysis of Marketing Strategy, Product Quality and Service Quality to Repurchase Intention. In: The 4th International Conference on Business and Banking Innovations (ICOBBI) 2022.
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Abstract
This study aims to determine: (1) the effect of simultaneous marketing strategy, product quality, and service quality to repurchase intention. (2) the effect of marketing strategy to repuschase intention. (3) the effect of product quality to repuschase intention. (4) the effect of service quality to repuschase intention. This research was conducted to customer GPS printing. The number of samples studied were 100 respondents. Data analysis in this study used F-test and t-test. The sampling method used accidental sampling technique. In the results of the analysis using multiple linear regression which also answers the hypothesis by concluding that marketing strategy, product quality, service quality simultaneously have a positive and significant effect on repurchase intention in GPS Printing. Marketing strategy has a positive and significant effect to repurchase intention. Product quality has a positive and significant effect to repurchase intention and service quality also has a positive and significant effect to repurchase intention. Keywords: Marketing strategy, Product quality, Service quality, Repurchase intention.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | ICOBBI (International Conference of Business and Banking Innovations) |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 27 Jun 2022 02:32 |
| Last Modified: | 28 Jun 2022 03:01 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/9343 |
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