PENGARUH KUALITAS PRODUK, KEPUASAN PELANGGAN DAN WORD OF MOUTH TERHADAP MINAT BELI ULANG KONSUMEN (Studi: Pada Pelanggan Produk Roti Que Bread Di Kota Bogor)

Abstract

ABSTRACT
Roti Que Bread Products is a bread-making company, especially white bread,
located in the city of Bogor. In January 2020 toDecember 2020 Roti Que Bread
experienced fluctuations or decreased sales. The drastic decline in income occurred in
November and December. The results show that product quality is one of the biggest causes
of the decline in sales. Based on primary data andgap research obtained from previous
research, it is suspected that the factors that influence repurchase interest are product
quality, customer satisfaction and word of mouth. This study aims to analyze the effect of
product quality, customer satisfaction, and word of mouth on repurchase interest.
The population used in this study were all consumers of Roti Que Bread products.
The sampling technique used was purposive sampling. The sample taken is 100 people of
various ages and occupations who are consumers of Roti Que Bread products who have
made a purchase at least once. The data collection method in this study used a
questionnaire with Google Form. The data analysis method uses structural equation
modeling.
Product quality and satisfaction have a positive effect on buying interest and word
of mouth again for Roti Que Bread products. Word of mouth has a positive effect on buying
interest in Que Bread products. The strongest path that can influence the repurchase
intention of the Que Bread product brand isthe product quality path that directly affects
the repurchase intention of the Que Bread product.