Pengaruh Price, Product Diversity, dan Product Quality terhadap Repurchase Intention Customer pada Minimarket Indomaret Fresh di Kota Medan

Kevin Samuel Benammi Brahmana; Hafiza Adlina; Onan Marakali Siregar

doi:10.55606/jubima.v3i3.4172

Authors

Kevin Samuel Benammi Brahmana Universitas Sumatera Utara
Hafiza Adlina Universitas Sumatera Utara
Onan Marakali Siregar Universitas Sumatera Utara

DOI:

https://doi.org/10.55606/jubima.v3i3.4172

Keywords:

price, product diversity, product quality, repurchase intention customer., SPSS

Abstract

The modern retail industry in Indonesia is increasingly competitive, especially in the minimarket sector, which requires every business actor to continuously improve the quality of services and products to maintain consumer loyalty. Indomaret, as one of the main players, has introduced the Indomaret Fresh concept that offers a wider variety of products and a more modern shopping experience. However, despite various innovations, there are still complaints from consumers regarding prices, product diversity, and product quality available. This study aims to analyze the influence of price, product diversity, and product quality on consumer repurchase intentions at Indomaret Fresh in Medan City. The study used a quantitative approach with data collection through questionnaires distributed to 100 respondents, and data analysis was conducted using SPSS to test the partial and simultaneous effects of these variables. The results showed that price and product diversity had a negative and insignificant effect on repurchase intentions, while product quality had a positive and significant effect. Simultaneously, these three variables together had a significant effect on repurchase intentions. These findings emphasize that product quality is a major factor in building consumer loyalty, while aspects of price and product variety need to be adjusted to consumer preferences and expectations for a more effective Indomaret Fresh marketing strategy.

References

Abdullah, M., & Rahman, M. (2020). Pengaruh harga, kualitas produk, dan kepuasan pelanggan terhadap loyalitas konsumen di sektor ritel modern. Jurnal Ekonomi dan Manajemen, 12(1), 45-60.

Alimin, E. (2022). Manajemen Pemasaran (Kajian Pengantar di Era Bisnis Modern). Lombok: Penerbit SEVAL. https://doi.org/10.31237/osf.io/7td58

Anggareni, J.D & Mukery W. (2016). Pengaruh Keanekaragaman Produk, Kualitas Pelayanan dan Store Atmosphere Terhadap Impulse Buying di Butik Cassanova Semarang. Jurnal Of Management, Vol 2, No 2.

Anggraeni, J. (2016). Pengaruh Keanekaragaman Produk, Kualitas Pelayanan dan Store Atmosphere Terhadap Impulse Buying di Butik Cassanova Semarang Journal Of Management, Volume 2 No.2.

Hidayat, N., & Sari, D. P. (2021). Pengaruh keberagaman produk terhadap keputusan pembelian di pasar modern. Jurnal Pemasaran Indonesia, 15(3), 101-115.

Indrasari, M. (2019). Pemasaran dan Kepuasan Pelanggan. Surabaya: Unitomo Press.

Kotler, P., & Keller. (2022). Marketing Management. Pearson.

Kurniawan, S., & Santoso, B. (2018). Pengaruh kualitas produk dan harga terhadap kepuasan pelanggan di sektor minimarket. Jurnal Ilmu Ekonomi dan Pembangunan, 10(2), 200-215. https://doi.org/10.31846/jae.v2i3.114

Kusnandar, Viva. (2025). Indomaret Pimpin Pertumbuhan Gerai Minimarket Kuartal I 2025. Databoks. Diakses pada 29 Mei 2025, dari https://databoks.katadata.co.id/perdagangan/statistik/681dbd477e59e/indomaret-pimpin-pertumbuhan-gerai-minimarket-kuartal-i-2025

Mulyani, S., & Widodo, S. (2020). Pengaruh strategi pemasaran digital terhadap keputusan pembelian di e-commerce. Jurnal Pemasaran Digital, 3(1), 50-65. https://doi.org/10.32493/jpkpk.v3i2.4075

Nisa, T. C., & Siregar, O. M. (2022). Pengaruh Faktor Lokasi, Kualitas Produk Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Pada Umkm Sunthai Tea Stabat. Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital, 1(2), 134-151. https://doi.org/10.55047/jekombital.v1i2.299

Pratama, A., & Lestari, D. (2019). Manajemen hubungan pelanggan di pasar ritel modern. Jurnal Manajemen Pemasaran, 11(2), 120-135.

Saparso. (2021). Marketing Process Menciptakan Nilai Bagi Pelanggan. Jakarta: Ukrida Press.

Setiawan, B., & Andriana, N. (2022). Pengaruh pengalaman belanja terhadap kepuasan pelanggan pada minimarket. Jurnal Bisnis dan Manajemen, 13(1), 88-103.

Siregar, O. M., & Nasution, M. D. T. P. (2023). Perilaku konsumen offline & online. PT. Dewangga Energi Internasional.

Subroto, A., & Agustin, M. (2021). Pengaruh kualitas layanan terhadap keputusan pembelian konsumen. Jurnal Ekonomi Terapan, 18(4), 250-265.

Sugiyono. (2013). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: CV. ALFABETA.

Utami, A. S., & Prabowo, A. (2020). Analisis pengaruh harga dan kualitas produk terhadap keputusan pembelian konsumen di supermarket. Jurnal Riset Ekonomi Indonesia, 5(2), 132-147. https://doi.org/10.35134/ekobistek.v10i2.114

Yuliana, D., & Dimas, R. (2022). Peran media sosial dalam pemasaran online: Studi pada perusahaan retail di Indonesia. Jurnal Marketing dan Digitalisasi, 7(3), 210-225.

Zainal, F., & Mahendra, A. (2019). Faktor-faktor yang mempengaruhi perilaku konsumen dalam memilih produk retail. Jurnal Ilmu Manajemen, 6(1), 75-90.