The Effect of Product Quality, Promotion and Consumer Satisfaction on Sebring's Repurchase Interest on The Instagram Platform
Pengaruh Kualitas Produk, Promosi dan Kepuasan Konsumen terhadap Minat Beli Ulang Sebring Kita pada Platform Instagram
DOI:
https://doi.org/10.21070/ups.9532Keywords:
Costumer Satisfaction, Product Quality, Promotion, Repurchase InterestAbstract
The advancement of technology has significantly changed human activities, especially in the use of information and communication technology. One of the most popular platforms today is Instagram, which provides features such as reels, feeds, stories, ads, and highlights. These tools are widely used not only to share information but also to promote products and services. This study focuses on Instagram as a promotional medium for Sebring products, aiming to deliver information and remind consumers about the items offered. The research employed a quantitative approach using primary data. The sample size was determined through Lemeshow’s formula, resulting in 96 respondents. Data were analyzed with multiple linear regression, supported by validity and reliability tests, normality test, multicollinearity test, heteroscedasticity test, t-test, F-test, and coefficient of determination. The findings indicate that Product Quality has a significant negative influence on repurchase intention, while Promotion and Consumer Satisfaction positively affect Sebring Repurchase Intention.
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