Pengaruh Potongan Harga, Kualitas Produk dan Kualitas Layanan Terhadap Minat Beli Ulang Konsumen Gofood pada UMKM Lokal Kota Palembang

Pratama, Panca (2026) Pengaruh Potongan Harga, Kualitas Produk dan Kualitas Layanan Terhadap Minat Beli Ulang Konsumen Gofood pada UMKM Lokal Kota Palembang. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study examines the influence of price discounts, product quality, and service quality on consumers' repurchase intention toward GoFood services at local MSMEs in Palembang City. The study was motivated by the increasing use of online food delivery services and the growing competition among culinary businesses on the GoFood platform. A quantitative approach with a survey method was employed in this research. The sample consisted of 203 respondents who were GoFood users in Palembang City and were selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, and coefficient of determination analysis with the assistance of SPSS software. The results indicate that price discounts, product quality, and service quality have a positive and significant effect on consumers' repurchase intention toward GoFood services at local MSMEs in Palembang City. Product quality was found to be the most dominant variable influencing repurchase intention. These findings suggest that improving product quality, supported by attractive price discounts and excellent service quality, can increase consumers' intention to make repeat purchases through the GoFood platform

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