Analisis Pengaruh Kualitas Produk dan Kualitas Layanan terhadap Niat Beli Ulang Konsumen pada UD. Rama Vasya

Fluctuations in the number of purchases, inconsistent product quality, and suboptimal service when the store is busy are problems at UD Rama Vasya. This study aims to analyze the effects of product quality and service quality on consumer repurchase intention. The study employed a quantitative approach with an associative design involving 100 respondents selected through purposive sampling. Data were collected using questionnaires administered to consumers who met the study criteria and then analyzed using multiple linear regression with SPSS. The results showed that product quality had a positive regression coefficient of 0.112, but the coefficient was not statistically significant (p = 0.297). By contrast, service quality had a positive regression coefficient of 0.230 and was statistically significant (p = 0.033). These findings indicate that service quality is significantly associated with consumer repurchase intention in the context studied, whereas the relationship between product quality and repurchase intention was not supported by statistically significant evidence. The findings can inform managers at UD Rama Vasya in prioritizing improvements in service quality, particularly when the store is busy, to support consumer repurchase intention.