The Influence of Product Quality and Price on Repurchase Intention of Wardah Lipstick Products in Bandung City

Alena Khoerunnisa; Faizal Fardhani Sigarlaki

doi:10.55927/fjmr.v5i8.154

Authors

Alena Khoerunnisa Jenderal Achmad Yani University
Faizal Fardhani Sigarlaki Jenderal Achmad Yani University

DOI:

https://doi.org/10.55927/fjmr.v5i8.154

Keywords:

Product Quality, Price, Repurchase Intention

Abstract

This study examines the effect of product quality and price on repurchase intention toward Wardah lipstick products among consumers in Bandung City. A quantitative research design employing a survey method was adopted, with data collected through questionnaires distributed online via Google Forms. Respondents were selected using purposive sampling, based on the following criteria: a minimum age of 17 years, having purchased and used Wardah lipstick at least twice within the preceding three months, and residing in Bandung City. The sample comprised 130 respondents. Data were analyzed through multiple linear regression using SPSS version 26. The findings indicate that product quality exerts a positive and significant effect on repurchase intention, and that price similarly demonstrates a positive and significant effect. Furthermore, product quality and price jointly produce a significant simultaneous effect on repurchase intention. These results suggest that enhancing product quality and formulating appropriate pricing strategies may serve to strengthen consumers' repurchase intention toward Wardah lipstick products.

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