Pengaruh Kualitas Produk, Inovasi Produk dan Harga Terhadap Minat Beli Ulang pada Ecommerce di Tokopedia Surakarta Melalui Kepuasan Pelanggan Sebagai Variable Intervening

This study aims to determine how big the influence of Product Quality, Product Innovation and Price with Repurchase Interest in Tokopedia E-commerce in Surkarta through Customer Satisfaction. This study uses three independent variables, namely product quality, product innovation and price, repurchase intention as an independent variable and customer satisfaction as an intervening variable. The population that will be used in conducting research has ever used the Tokopedia application in Surakarta. This research method uses a data retrieval technique using a Likert Scale questionnaire which shows agree and disagree which is on the verge of 1-5 to consumers. the sample used is 100 respondents. SEM is an analytical tool that is used. The data is obtained from a questionnaire 2 which is then processed using the Smart PLS program. The results of the analysis in this study indicate that product quality has a positive and significant effect on customer satisfaction, product innovation has a positive and significant effect on customer satisfaction, price has a positive and significant effect on customer satisfaction, product quality has a positive and significant effect on repurchase interest, product innovation has a positive and significant effect on customer satisfaction. Negative and significant effect on repurchase intention, price has a positive and significant effect on repurchase interest, customer satisfaction has a positive and significant effect on repurchase interest, customer satisfaction mediates product quality and positive and significant effect on repurchase interest, customer satisfaction mediates product innovation positive effect and significant to repurchase intention and customer satisfaction mediating price has a positive and significant effect on repurchase interest