PENGARUH HARGA, KUALITAS PRODUK, VARIASI PRODUK DAN CUSTOMER REVIEW TERHADAP KEPUASAN KONSUMEN DAN DAMPAKNYA TERHADAP REPURCHASE PADA GEMINI FACTORY

THE EFFECT OF PRICE, PRODUCT QUALITY, PRODUCT VARIETY, AND CUSTOMER REVIEWS ON CONSUMER SATISFACTION AND ITS IMPACT ON REPURCHASES AT GEMINI FACTORY By: Kamila Valentina 203401159 Pembimbing I Pembimbing II : Dr. H. Ade Komaludin, S.E., M.Sc. : Dr. Nanang Rusliana, S.E., M.Si. This study aims to determine the influence of price, product quality, product variety, and customer reviews on consumer satisfaction and its impact on repurchases at Gemini Factory. This type of research is quantitative and the data used is primary data. The method used in this study is partial least square-structural equation modeling (PLS-SEM). The software used to perform the analysis is SmartPls 3. The results of this study show that price variables, product variation, and consumer satisfaction have a positive but not significant effect on repurchase. Product quality variables, and customer reviews have a positive and significant effect on repurchases. And the X variable to Y and Z does not mediate the relationship between the variables.

Keywords: Price, Product Quality, Product Variety, Customer Review, Consumer Satisfaction, Repurchase.