PENGARUH KUALITAS PELAYANAN DAN HARGA TERHADAP MINAT BELI KEMBALI PRODUK PESTISIDA PADA PT. PERUSAHAAN PERDAGANGAN INDONESIAN (PERSERO) CABANG PEKANBARU

Abstract

This research was conducted at PT. The Indonesian Trade Company concerning Pesticide Products located on Jl. Nuri No. 19, Sukajadi Pekanbaru Riau. The problem in this study is not achieving the company's sales target in the fourth year and the percentage of achievement of sales targets has decreased in the last three years, this is thought to be influenced by interest in repurchasing. The purpose of this study was to determine the effect of service quality and prices on the interest in buying back users of Pesticide products at Pt. Indonesian Trade Company. In this study the method used was quantitative descriptive with the SPSS program. The population in this study were consumers who had purchased pesticide products, amounting to 1320 consumers. Samples taken based on the method using the Slovin formula are 93 respondents. Hypothesis testing uses simple linear analysis method and multiple linear analysis with results showing that service quality and price have a positive and significant effect on buying interest in pesticide products at PPI. With a simple calculation of the coefficient of determination (R2) of service quality on repurchase interest obtained the value of R Square of 0.664 or 66.4% and the price of interest in repurchase obtained a value of 0.517 or 51.7 and the calculation of determination (R2) obtained by the value of R Square amounting to 0.665. This shows that service quality and price have an effect of 66.5% on the interest in buying back pesticide products at PT. PPI, while the remaining 33.5% is influenced by other variables not examined in this study

Keywords: Service Quality, Price, and Interest in Repurchasing.