Factors Affecting Repurchase Intentions of Meat at Superindo: Product Variety, Perceived Risk, and Price Perception

Rohmadhotin  Fitri; Rahayu Mardikaningsih

Authors

Rohmadhotin Fitri Universitas Sunan Giri Surabaya
Rahayu Mardikaningsih

Keywords:

product diversity, risk perception, price perception, repurchase intention, meat, Superindo

Abstract

This study aims to analyze the effect of product diversity, risk perception, and price perception on meat repurchase intention at Superindo. This study uses a quantitative method with a questionnaire as a research instrument. The research sample amounted to 100 respondents who are meat consumers at Superindo who live in Surabaya. Data were analyzed using multiple linear regression analysis. The results showed that product diversity, risk perception, and price perception have a positive effect on meat repurchase intentions at Superindo. Product diversity has a positive effect on meat repurchase intentions because it provides consumers with a wider variety of product choices. Risk perception has a positive effect on meat repurchase intentions because consumers who feel safe will repurchase the product. Price perceptions have a positive effect on meat repurchase intentions because consumers who feel the product price is reasonable will be more likely to repurchase the product

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