The Influence of Product Quality and Price Perception on Repurchase Interest with Customer Satisfaction as a Mediating Variable
DOI:
https://doi.org/10.54518/ebh.5.5.2026.1490Keywords:
Customer Satisfaction, Price Perception, Product Quality, Repurchase InterestAbstract
Intense competition in the food and beverage industry requires brands to maintain repurchase interest by delivering product quality and price value that meet consumer expectations and foster customer satisfaction. This study aims to determine the effect of product quality and price perception on repurchase interest, with customer satisfaction as a mediating variable. This study involved samples and populations with a minimum age of 17 years and above, who had purchased and consumed drinks. The number of respondents in this study was determined to be 77, collected using purposive sampling, which is included in the non-probability sampling category. Data analysis used SPSS 24. The results of the study found that product quality has a significant effect on customer satisfaction, price perception has a significant effect on customer satisfaction, product quality has a significant effect on repurchase interest, price perception has no significant effect on repurchase interest, customer satisfaction plays a mediating role in the influence of product quality on repurchase interest, and customer satisfaction plays a mediating role in the influence of price perception on repurchase interest. These findings provide implications in formulating strategies to improve product quality, price perception, and customer satisfaction to encourage repurchase interest.
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