PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP MINAT BELI ULANG KONSUMEN: STUDI KASUS WARUNG TAHU CAMPUR SURABAYA WGP

Abstrak

The culinary business sector has experienced substantial growth, expanding its reach from traditional food vendors to contemporary dining venues. One example is Warung Tahu Campur Surabaya, located in Wisma Gading Permai (WGP), Kelapa Gading, which offers a range of traditional Surabaya cuisine and beverages. This research seeks to examine how product quality and pricing influence consumers’ intentions to make repeat purchases. The study employed a quantitative research design, utilizing questionnaire responses from 100 participants alongside theoretical analysis. The collected data were analyzed using multiple linear regression methods. The findings show that both product quality and pricing exert a simultaneous, positive, and significant influence on repurchase intentions. These results suggest that improving product standards and implementing appropriate pricing strategies can play a vital role in fostering consumer loyalty, particularly within medium-sized culinary enterprises.