PENGARUH SERVICE QUALITY, PRODUCT QUALITY, INNOVATION, DAN PROMOTION TERHADAP REPURCHASE INTENTION MELALUI CUSTOMER SATISFACTION PADA CV EL SHADAY MARANATHA DI BALI

Abstract

Each company is required to compete so any company trying to win the competition among them to create new innovations and the use of advanced production technology in order to increase productivity to produce quality products at competitive prices or affordable so that products can be accepted by the market. CV. El Shaday Maranatha is one of the industry in Indonesia which produce decorative ceramic. The level of demand for decorative ceramic high sue the company to increase the effectiveness of management in order to fulfill customer demand in a timely manner. The Company provides quality managed as well as possible with a 7-stage production process to ensure product with standard SNI (Indonesian National Standard). This research is a quantitative research. Data collection methods used is questionnaires. Research object of this a subsidiary of CV El shaday Maranatha that established in 2006. In order to determine the sample, this research is using non-purposive sampling with a total of 137 distributor respondents. Analyses are performing using F-test and t-test by using SPSS version 20.0. The results show that service quality have a positive influence and significant toward customer satisfaction, product quality have a positive influence and significant toward toward customer satisfaction, innovation have a positive influence and significant toward toward customer satisfaction, promotion have a positive influence and significant toward toward customer satisfaction, and customer satisfaction have a positive influence and significant toward toward repurchase intention.