<![CDATA[This study aims to analyze the influence of payment gateways and perceived service quality on product repurchase at the culinary MSME “Pondok Keluarga” in Rambah Hilir District, both partially and simultaneously. Employing an associative quantitative approach, the study sampled 322 respondents from a population of 1,619 transactions using purposive sampling (criteria: at least two transactions and prior use of the DANA application). Data were collected via questionnaires and analyzed using multiple linear regression with JASP software version 0.97.1. The results indicate that, individually, payment gateways (Sig. 0.031) and perceived service quality (Sig. < 0.001) have a positive and significant effect on repurchase. Simultaneously, both variables exert a significant influence (Sig. < 0.001), with an Adjusted R² value of 0.604, meaning the two variables explain 60.4% of the variation in repurchase, while the remaining 39.6% is influenced by other factors outside the research model. The study's implications highlight that perceived service quality is the dominant factor; therefore, the MSME is recommended to prioritize service quality improvements alongside maintaining digital payment system stability to strengthen customer loyalty.]]>
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