PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN PROMOSI TERHADAP KEPUASAN KONSUMEN MEBEL CV. MITRAS JEPARA UNTUK MENINGKATKAN KEPUTUSAN PEMBELIAN ULANG

Abstract

The purpose of this study is to analyze the effect of product quality, price perception, promotion, and customer’s satisfication towards repurchasing in CV. Mebel Mitras Jepara. The writer uses Structural Equation Modeling (SEM) method in the analysis. In this study, there are two analyze techniques which are Confirmatory Factor Analysis and Regression Weight. The numbers of sample used in this study is 100 respondents. Based on the hypothesis summary, this study shows that product quality, price perception, promotion, and customer’s satisfication positively and significantly affect customer’s decision in repurchasing goods.