PENGARUH LOKASI USAHA, KUALITAS PELAYANAN, DAN KELENGKAPAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN ULANG (SURVEI PADA KONSUMEN PONOROGO OLSHOP MURAH)

This study aims to determine the effect of business location, service quality and product completeness on repeat purchase decisions. The population in this study were all customers at Ponorogo Olshop Murah who have made repeated purchases, and the sample used was 100 respondents. Data collection techniques used by distributing questionnaires to respondents. The data analysis method used is multiple linear regression. The results of this study indicate that 1) Business location has a positive effect on repurchase decisions with a significance of 0.016. 2) Service Quality has a positive effect on Repurchase decisions with a significance of 0.001. 3) Product Completeness has a positive effect on Repurchase Decisions with a significance of 0.002. 4) Business Location, Service Quality, and Product Completeness simultaneously influence the Repurchase Decision by 62.8%, the remaining 37.2% is influenced by other variables outside the research.
Keywords: Business Location, Service Quality, Product Completeness, Repurchase Decision