Pengaruh Product Quality, Price Terhadap Repurchase Intention Melalui Customer Satisfaction Honda Scoopy Di Bandung Raya

ABSTRAK Kualitas produk dan harga yang bersaing dapat membantu konsumen untuk memutuskan pembelian suatu produk. Penelitian ini bertujuan untuk mengetahui pengaruh product quality dan price terhadap repurchase intention yang dimediasi oleh customers satisfaction. Produk Honda Scoopy mengalami fluktuasi penjualan. Penelitian ini melibatkan sampel dan populasi dengan usia minimal 17 tahun ke atas dan pengguna motor Honda Scoopy. Jumlah dari sampel penelitian ini ditetapkan sebanyak 125 responden, mengumpulkan sampel dengan convenience sampling yang termasuk dalam kategori non-probability sampling. Analisis data menggunakan SPSS 26. Dalam hasil penelitian mendapati bahwa product quality berpengaruh signifikan terhadap customer satisfaction, price berpengaruh signifikan terhadap customer satisfaction, product quality berpengaruh signifikan terhadap repurchase intention, price tidak berpengaruh signifikan terhadap repurchase intention, customer satisfaction berpengaruh signifikan terhadap repurchase intention, customer satisfaction berperan memediasi pengaruh product quality terhadap repurchase intention, dan , customer satisfaction tidak berperan memediasi pengaruh price terhadap repurchase intention. Kata Kunci: Kualitas Produk; Harga; Kepuasan Konsumen; Minat Beli Ulang ABSTRACT Product quality and competitive prices can help consumers to decide to buy a product. This study aims to determine the effect of product quality and price on repurchase intention mediated by customer satisfaction. Honda Scoopy products experience sales fluctuations. This study involves samples and populations with a minimum age of 17 years and over and Honda Scoopy motorcycle users. The number of samples of this study was determined as 125 respondents, collecting samples with convenience sampling which is included in the non-probability sampling category. The results of the study found that product quality has a significant effect on customer satisfaction, price has a significant effect on customer satisfaction, product quality has a significant effect on repurchase intention, price has no significant effect on repurchase intention, customer satisfaction has a significant effect on repurchase intention, customer satisfaction plays a role in mediating the effect of product quality on repurchase intention, and, customer satisfaction does not play a role in mediating the effect of price on repurchase intention. Keywords: Product Quality; Price; Customer Satisfaction; Repurchase Intention