PENGARUH KUALITAS PRODUK, HARGA DAN DIGITAL MARKETING TERHADAP MINAT BELI ULANG PELANGGAN FAST FOOD PADA MCDONALD'S DI SAMARINDA

Abstrak

The Influence of Product Quality, Price, and Digital Marketing on Fast Food Customer Repurchase 
Interest at McDonald's in Samarinda. The research problem is formulated as follows: "What are the partial and 
simultaneous effects of product quality, price, and digital marketing on repurchase intention among fast food 
customers at McDonald's in Samarinda?" 
The population and sample in this study consisted of 96 respondents, consisting of McDonald's 
customers at the SCP Mall in Samarinda, using a chance convenience sampling technique. Data collection 
methods included observation, interviews, and questionnaires. The analytical tools used in this study were 
multiple linear regression analysis (MLA), partial correlation coefficients, multiple correlation coefficients, and 
coefficients of determination. Hypothesis testing used t-tests and F-tests, processed using IBM SPSS version 25. 
The results of the t-test and F-test hypotheses demonstrated that both partially and simultaneously, 
product quality, price, and digital marketing influence repurchase intention, with an R² (R-square) value of 
0.465. This means they contribute 46.5% to repurchase intention among fast food customers at McDonald's in 
Samarinda.