Pengaruh Kualitas Produk dan Nilai Pelanggan Terhadap Minat Beli Ulang Smartphone Vivo(Studi Kasus Pada Pengguna Smartphone Kelurahan Kebon Pala, Jakarta Timur)

Abstract

This study was motivated by the declining market share of Vivo smartphones in Indonesia, indicating a decrease in consumers' repurchase intention amid increasingly intense market competition. The study aims to analyze the influence of product quality and customer value on the repurchase intention of Vivo smartphone users in Kebon Pala Subdistrict, East Jakarta. The theoretical framework is based on Garvin's product quality theory, customer value concepts proposed by Schiffman and Wisenblit as well as Sweeney and Soutar, and Ferdinand's theory of repurchase intention. This research employed a quantitative approach with a causal associative research design. Primary data were collected through a Likert-scale questionnaire distributed to 59 respondents selected using the Lemeshow formula, while secondary data were obtained through literature reviews and documentation. Data were analyzed using SPSS, including validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-test, F-test, and the coefficient of determination. The findings indicate that both product quality and customer value have a positive and significant effect, both partially and simultaneously, on consumers' repurchase intention toward Vivo smartphones. Therefore, improving product quality and enhancing customer value are essential strategies for increasing consumers' repurchase intention. Vivo is advised to maintain product quality and optimize pricing to align with the benefits and purchasing power of consumers in order to increase repeat purchase interest.