PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN ULANG DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL MEDIASI (Studi pada Konsumen UMKM Donat Legenda 98 di Kota Batu)

This study aims to anlyze the effect of price and product quality on repurchase decisions, with customer satisfaction as a mediating variabel for Donat Legenda 98 consumers in Batu respondent and data analysis technique used is PLS. The findings of this study indicate that price has no effect on repurchase decisions and product quality has a positive and significant effect on repurchase decisions and product quality has a positive and significant effect on repurchase decisions. Price has a positive and significant effect on customer satisfaction and product quality has a positive and significant effect on customer satisfaction, Customer satisfaction has a positive and significant effect on repurchase decisions. Customer satisfaction has a positive and significant effect on mediating price on repurchase decisions and customer satisfaction has a postiive and significant effect on mediating product quality on repurchase devisions. The implications of this research can be a strategic reference for MSMEs in increasing cometitiveness and customer loyalty through price adjustments and improving product quality.