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All Journal Jurnal Pengabdian Masyarakat Nusantara International Journal of Educational Review, Law And Social Sciences (IJERLAS) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Journal of Accounting Research, Utility Finance and Digital Assets (JARUDA)
Mohd. Heikal
Universitas Malikussaleh
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Other

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THE EFFECT OF PRICE, LOCATION, AND SERVICE QUALITY ON REPEAT PURCHASE DECISIONS IN MICRO, SMALL, AND MEDIUM ENTERPRISES (MSMEs) FESTALS ON SUNDAY ACTIVITIES IN LHOKSEUMAWE CITY Maryana Br Manik; Mohd. Heikal; Rusydi Abubakar; Ikramuddin
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 9 (2025): AUGUST
Publisher : RADJA PUBLIKA

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Abstract

This study aims to analyze the influence of price, location, and service quality on repurchase decisions among MSMEs at the Ahad Festival in Lhokseumawe City. The research method applied is quantitative with an associative approach. Data were collected through questionnaires distributed to 125 respondents who had previously made purchases at the Ahad Festival. Instrument testing was carried out using validity and reliability tests, while classical assumption tests included normality, multicollinearity, and heteroscedasticity tests. Data analysis was conducted using multiple linear regression with SPSS version 26. The results indicate that price, location, and service quality have a positive and significant effect on repurchase decisions, both partially and simultaneously. The coefficient of determination (R²) value of 0.376 shows that 37.6% of the variation in repurchase decisions can be explained by the independent variables, while the remaining portion is influenced by other factors outside this research model.
Co-Authors A. Hadi Arifin Ahmad Faisal Pasaribu Ariana Hasibuan Falahuddin Falahuddin Fuadi Fuadi Ibrahim Qamarius Ikramuddin, Ikramuddin Indah Anta Sari Liani Sabrina Lifia Suci Ramadani Maryana Br Manik Miftahul Jannah Muhammad Hafidz Akbar Munandar Munandar Munardi Munardi Reza Juanda Rusydi Abubakar YANITA YANITA