PRICE, LOCATION, AND PERSONAL SERVICE AS CONSUMER BENCHMARKS AT MADURA MART (FITRIA SHOP, GRESIK) DRIVING REPURCHASE INTENTION WITH TECHNOLOGY ADOPTION AS A MODERATING

Abstract

This study aims to analyze the direct effect of price, location, and personal service on consumer repurchase intention at Madura Mart Fitria Shop, Gresik. In addition, this study also examines the role of technology adoption as a moderating variable that can strengthen or weaken the relationship between independent and dependent variables. The research method used is quantitative approach. Primary data was collected through a questionnaire with 100 respondents determined using the Roscoe method and distributed to consumers who had made purchases, using purposive sampling techniques. The collected data was then analyzed using a moderation analysis technique, namely Moderated Regression Analysis (MRA) using smartpls 3. The results showed that partially, the price variable had a positive and significant effect on repurchase intention with a significance value of 0.030. Meanwhile, the location variable was found to have no significant effect with a significance value of 0.164, and surprisingly, the personal service variable actually showed a negative and significant effect on repurchase intention with a significance value of 0.010. The main finding of this study is that technology adoption successfully acts as a moderating variable, but specifically weakens the influence of the three independent variables (price, location, and personal service) on repurchase intention.