The Influence of Price and Location on Repurchase Interest at TB Marloby in Sungai Kakap District with Satisfaction as an Intervening Variable

Abstract

The aim of this research is to determine the effect of price and location on repurchase interest at TB Marloby in Sungai Kakap sub-district with satisfaction as an intervening variable. This research uses associative research methods. The research results show that all indicator items are valid and the constructs used are reliable. The R-square value shows that price and location influence satisfaction by 55.3% and influence repurchase intention by 69.7%, both of which are moderate influences. Hypothesis testing shows that price and location have a positive and significant effect on satisfaction and repurchase intention. Satisfaction also has a positive and significant effect on repurchase intention. Price and location have a positive effect on repurchase intention through satisfaction.