PENGARUH PRODUCT CHARACTERISTICS, PERCEIVED PRICE TERHADAP REPURCHASE INTENTION MELALUI PERCEIVED QUALITY PADA RUMAH MAKAN OLALA JALAN GLAGAHSARI YOGYAKARTA

Abstract

Repurchase intention is important because it can increase the profit of the company. This research is conducted to know the effect of Product Characteristics, Perceived Price, to repurchase intention through perceived quality at restauran Olala  Glagahsari street Yogyakarta.

This research is done at restaurant Olala Glagahsari street Yogyakarta, samples was taken as many 110 respondents with probability sampling method. Data collection is done by distributing questionnaires by using likert point to measure 10 indicators.

The results of this study show the results of product characteristics variable have a positive effect on repurchase intention, product characteristics have a positive effect on perceived quality, perceived price affects perceived quality, perceived price has a positive effect on repurchase intention, and perceived quality has a positive effect on repurchase intention. The coefficient of determination of this test result on model I is 49,7% to perceived quality and coefficient of determination of test result on model II is 71,5% to repurchase intention.