PENGARUH KUALITAS PRODUK
DAN PROMOSI
PENJUALAN
TERHADAP MINAT BELI
ULANG
KARTU
PRABAYAR
INDOSAT
(Studi P
ada Mahasiswa Fakultas Ekonomi d
an Bisnis Universitas
Pasundan
Bandung
)
ABSTRACT
The research entitled The Influence
s
of
Product Quality
and
Sales
Promotion on
Repurchase Intension Indosat Prepaid Card (Study on College
Student of Economic and Business Faculty of Pasundan University Bandung)
. The
purpose of this research is to find out and analyze the influence of
product quality
on
re
purcha
se
intension
, the influence of
sales
promotion on
re
purchas
e
intension
, and the influences of
quality product
and
sales
promotion on
re
purchas
e intension
.
Data collection techniques used are Field Research and
Library Research. Utilizing Simple Random Sampling technique, the sample in
this research consists of 9
5
respondent
taken from the population of
1819 students
who are active in the Faculty of Economic
s and Business of Pasundan University
Bandung
, using Slovin’s formula. The scale used is Semantic Differential Scale
with questionnaire as data collection and measurement tool. The method used is
multiple linier regression analysis, multiple correlation a
nalysis, coefficient of
determination analysis either simultaneously or partially, and hypothesis testing
with the f
-
test and t
-
test.
The results shows that: (1)
product quality
positive influences on
re
purchas
e
intension
s
howed by coefficient value 0,55
1
with significance 0,0
00
and t
counted
>
t
table
(
10
,
467
>
1,661
); (2)
sales
promotion positive influences
employees on
re
purchas
e
intension
s
howed by coefficient value 0,
123
with
significance 0,
177
and t
counted
>
t
table
(
1
,
862
>
1,661
); (3)
product quality
and
sales
promotion influences either simultaneously with significance 0,000 and
F
counted >
F
table
(
82
,
5
6
4
> 3,
1
0
); (4) The magnitude of the influences of
product
quality
and
sales
promotion on
re
purchas
e
intension
either simultaneously is
64
,
2
% and the magnitude of the influences either partial of
product quality
is
59
,
69
% and
sales
promotion is 4,
51
%.
Keywords
:
Product Quality
,
Sales
Promotion and
Rep
urchas
e Intension