ANALISIS PRODUCT QUALITY, PRICE, PEOPLE DAN PHYSICAL EVIDENCE TERHADAP NIAT PEMBELIAN ULANG PADA TOKO BERKAH KOTA BATU

The problem at Toko Berkah Kota Batu is the fluctuation in sales that occurred from September 2023 to May 2024. The purpose of this study is to determine the partial and simultaneous effects of product quality, price, people, and physical evidence on repurchase intention at Toko Berkah Kota Batu. This research uses a quantitative approach through a survey process. The sample size consists of 100 respondents. The respondents in this study are consumers who have made transactions or purchased products at Toko Berkah within the last six months. The data source in this research is primary data obtained from questionnaire responses. The data analysis technique used is multiple linear regression. The results show that price, people, and physical evidence have a partial influence on repurchase intention, while product quality does not have a significant partial effect. Simultaneously, product quality, price, people, and physical evidence have a significant effect on repurchase intention.