HUMANIS

(Humanities,Management and Science Proceedings)

Vol. 3 • No. 1 • Desember 2022

Pege (Hal.) : 1 – 3
ISSN (online) : 2746 - 4482 Special Is
ISSN (print) : 2746 - 2250

© LPPM Universitas Pamulang

JL.Surya Kencana No.1 Pamulang, Tangerang Selatan – Banten
Telp. (021) 7412566, Fax (021) 7412491 Web
Email : [email protected] http://www.openjournal.unpam.ac.id/index.php

The Influence of Taste and Price on Repurchase Decisions with

Consumer Satisfaction as Intervening Variables

Rio1); Nur Cahyo Widiarsono2); Abdul Ghani3);and Deri Firdaus3)

1,2,3,4
Magister Manajemen, Universitas Pamulang, Tangerang Selatan 15417, Indonesia

E-mail: a)[email protected], b)[email protected] , b)[email protected],

b)
[email protected]

Abstract: This study aims to analyze The Influence of Taste and Price on Repurchase Decisions with
Consumer Satisfaction as an Intervening Variable. The method used in this study is a quantitative
method. The data collection technique used non-probability sampling and purposive sampling method
with a total sample of 96 people. Technical analysis using t test, R square test, adjusted R square
test, and multiple linear regression with test equipment using SPSS 26. From the analysis of research
data obtained the following results: Taste (X1) has a positive and significant effect on Consumer
Satisfaction (Y) with t count > t table (8,767 > 1,986 ) and contributed 45%. Price (X2) has a positive
and significant effect on Consumer Satisfaction (Y) with t count > t table ( 10.005 > 1.986 ) and
contributes 51.6%. Taste (X1) has a positive and significant effect on Repurchase Decision (Z) with t
count > t table (9,363 > 1,986) and contributes 48.4%. Price (X2) has a positive and significant effect
on Repurchase Decision (Z) with t count > t table (9,432 > 1,986 ) and contributes 48.6%. Consumer
Satisfaction (Y) has a positive and significant effect on Repurchase Decision (Z) with t count > t table (
13,848 > 1,986 ) and contributed 67.1%. From the points above, it can be concluded that the taste
and price have a positive effect on consumer satisfaction which then has a positive impact on the
decision to repurchase Yupi chili products. So that consumer satisfaction can be an intervening
variable between taste and price with repurchase decisions

Keywords: Taste, Price, influence, Customer Satisfaction, Purchase, Intervening

INTRODUCTION
The development of the culinary business in Indonesia in recent years has given rise to
many new types of culinary businesses. One of them is the culinary business in the field of
chili processing into chili sauce and its derivatives. For culinary variations of chili sauce itself,
it is also growing quite rapidly, marked by the popularity of the processed chili brand in
bottles on a home industry scale from Surabaya, namely Sambal Bu Rudi. This stimulates

1 | HUMANIS (Humanities,Management and Science Proceedings) Vol.03, No.1, Desember 2022

Special issue : ICoMS2022 The 3rd International Conference on Management and Science
HUMANIS
(Humanities,Management and Science Proceedings)

the community to open a similar business, namely packaged processed chili sauce. The
development of this chili business was also triggered by several restaurant brands owned by
artists. They sell sambal as a mainstay menu and other menus as an addition.
The large variety of brands, flavors and types of chili sauce itself has a pretty good
impact on the consumer community. Communities have many choices of flavors, types,
prices, packaging, and others in choosing their favorite chili sauce. This is also seen by one
of the sambal brands; processed on a household scale, namely Sambal Yupi.
Sambal Yupi has several types of chili products and additional menus. For the chili
products themselves, there are onion chili sauce, kecombrang chili sauce, and green chili
sauce. For other menus, there is kecombrang chili chicken, green chili chicken, kecombrang
chili dori fish, green chili ddori fish, and grilled chicken with yupi chili sauce. Each menu has
a different price and taste. Consumers who are customers also have their own references to
the Sambal Yupi menu. Not a few become loyal customers and repurchase yupi chili
products. According to Sumarwan (2002: 325) consumers who are satisfied with the product
consumed or used will repurchase the product..
Based on this, the authors want to examine how the variables price, taste, consumer
satisfaction, repurchase decisions are interrelated. So the purpose of this research is to find
out: 1). Does taste affect consumer satisfaction? 2). Does price affect consumer
satisfaction? 3). Does taste affect repurchase decisions? 4). Does the price affect the
repurchase decision? 5). Does customer satisfaction affect repurchase decisions?

LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT

Marketing
Marketing is one of the important factors for the success of a company in selling its
products, both goods and services. Marketing has a very important role because marketing
has the function of finding, getting, retaining and increasing consumers, as well as
controlling the market. To be recognized, understood, understood and liked by the public, a
product needs to be marketed. Stanton (2001: 7) defines marketing as a whole system of
business activities designed to plan, determine prices, promote, and distribute goods that
can provide satisfaction for current consumers and potential consumers. Marketing in
question includes the company's business that begins with identifying consumer needs that
need to be satisfied, determining the product to be produced, determining the appropriate
product price, determining promotion methods, and distributing or selling the product..
Meanwhile, Kotler and Armstrong (2008:6) state that marketing is a process for
companies to create value for customers and build strong relationships with customers that
aims to capture value from customers in return. Good marketing is not a coincidence, but the
result of careful planning (Kotler and Keller, in Poerwanto 2014:168)
Flavor
Taste is a food attribute that includes appearance, smell, taste, texture, and temperature.
Taste is a form of cooperation from the five kinds of human senses, namely taste, smell,
touch, sight and hearing. According to Drummond and Brefere (2010) stated that taste is a
way of choosing food or drink that is distinguished from that taste. Taste itself is the work of
taste buds (taste buds) which are located on the tongue, cheeks, esophagus, roof of the
mouth, which are part of the taste. There are times when the available food does not have
an attractive shape even though it has a high nutritional content, in other words the quality of
a food product is largely determined by the level of consumer preference for the food.
Generally food processors always try to produce good quality products. Food quality is the
overall characteristics of the food that affect consumers.
Price

2 | HUMANIS (Humanities,Management and Science Proceedings) Vol.03, No.1, Desember 2022

Special issue : ICoMS2022 The 3rd International Conference on Management and Science
HUMANIS
(Humanities,Management and Science Proceedings)

According to Kotler & Keller (2016:483) price is the one element of the marketing mix
that produces revenue; the other elements produce costs. Price also communicates the
company’s intended value positioning of its product or brand. A well-designed and marketed
product can still command a price premium and reap big profits. But new economic realities
have caused many consumers to reevaluate what they are willing to pay for products and
services, and companies have had to carefully review their pricing strategies as a result.
According to Tjiptono (2015: 151) explained that price is something that becomes an
element of the mix, promotes income or becomes the income. Price is an element of
assimilation, entry or acquisition for an organization.
Satisfaction
According to Kotler & Keller (2016:153 satisfaction is a person’s feelings of pleasure or
disappointment that result from comparing a product or service’s perceived performance (or
outcome) to expectations.11 If the performance or experience falls short of expectations, the
customer is dissatisfied. If it matches expectations, the customer is satisfied. If it exceeds
expectations, the customer is highly satisfied or delighted.
According to Sumarwan (2002:325) Consumers who are satisfied with the product
consumed or used will repurchase the product. Continuous repeat purchases will show
consumer loyalty to the brand. This is what is known as brand loyalty, something that is
highly expected by manufacturers. One of the goals of marketing communications is to
create brand loyalty.
According to (Hardiyatih, 2010), customer satisfaction is a response to the behavior
shown by customers by comparing perceived performance or results with expectations. If the
perceived results are below expectations, the customer will be disappointed, dissatisfied or
even dissatisfied. However, if it is in accordance with expectations, the customer will be
satisfied and if the performance exceeds expectations, the customer will be very satisfied.
Customer satisfaction is a feeling or emotional assessment of the customer for the use of a
product or service where their expectations and needs are met, (Sugianto & Sugiharto,
2013)
Buying Decision Process
The consumer typically passes through five stages: problem recognition, information
search, evaluation of alternatives, purchase decision, and postpurchase behavior. Clearly,
the buying process starts long before the actual purchase and has consequences long
afterward. Consumers don’t always pass through all five stages—they may skip or reverse
some. When you buy your regular brand of toothpaste, you go directly from the need to the
purchase decision, skipping information search and evaluation (Kotler & Keller, 2016:195).
Meanwhile, according to (Tjiptono, 2016) purchasing decisions are part of consumer
behavior. Consumer behavior is an action that is directly related to the acquisition and
identification of products and services, including the decision-making process before and
after the action.
Relations Between Variables
1. The influence of taste on consumer satisfaction
According to Drummond & Brefere (2010) flavor is an attribute of a food that includes its
taste, smell, feel in the mouth, texture, temperature, and even the sounds made when it is
chewed. Flavor is a com- bination of all five senses: taste, smell, touch, sight, and sound.
Based on the results of research conducted by Muzdalifah (2019) states that taste has a
positive and significant effect on consumer satisfaction. Thus the hypothesis in this study is:
"Taste has a positive and significant effect on customer satisfaction"
2. The influence of price on consumer satisfaction

3 | HUMANIS (Humanities,Management and Science Proceedings) Vol.03, No.1, Desember 2022

Special issue : ICoMS2022 The 3rd International Conference on Management and Science
HUMANIS
(Humanities,Management and Science Proceedings)

According to Kotler & Keller (2016:483) price is the one element of the marketing mix
that produces revenue; the other elements produce costs. Price also communicates the
company’s intended value positioning of its product or brand. A well-designed and marketed
product can still command a price premium and reap big profits. Based on the results of
research conducted by Mirza (2015) stated that price has a positive and significant effect on
consumer satisfaction. Thus the hypothesis in this study is:
"Price has a positive and significant effect on consumer satisfaction”
3. The influence of price on repurchase decisions
According to Kotler & Keller (2016:483) price is the one element of the marketing mix
that produces revenue; the other elements produce costs. Price also communicates the
company’s intended value positioning of its product or brand. A well-designed and marketed
product can still command a price premium and reap big profits. Based on the results of
research conducted by Lydia (2018) states that price has a positive and significant effect on
repurchasing decisions. Thus the hypothesis in this study is:
"Price has a positive and significant effect on repurchasing decisions”
4. The influence of taste on repurchase decisions
According to Drummond & Brefere (2010) flavor is an attribute of a food that includes its
taste, smell, feel in the mouth, texture, temperature, and even the sounds made when it is
chewed. Flavor is a com- bination of all five senses: taste, smell, touch, sight, and sound.
Based on the results of research conducted by Sugeng (2016) stated that taste has a
positive and significant effect on consumer satisfaction. Thus the hypothesis in this study is:
"Taste has a positive and significant effect on repurchasing decisions”
5. The influence of consumer satisfaction on repurchasing decisions
According to Kotler & Keller (2016:153 satisfaction is a person’s feelings of pleasure or
disappointment that result from comparing a product or service’s perceived performance (or
outcome) to expectations.11 If the performance or experience falls short of expectations, the
customer is dissatisfied. If it matches expectations, the customer is satisfied. If it exceeds
expectations, the customer is highly satisfied or delighted. Based on the results of research
conducted by Febriansyah & Gerry (2021) stated that consumer satisfaction has a positive
and significant effect on repurchasing decisions. Thus the hypothesis in this study is:
"Customer satisfaction has a positive and significant effect on repurchasing decisions"

METHODS
The method used in this study is a quantitative method. The object of this research is
Sambal Yupi. Meanwhile, the subjects used were consumers who had purchased more than
one Sambal Yupi product. The type of data in this study uses primary data with a sample of
96 respondents who were taken using a non-probability sampling technique using a
purposive sampling method. Data collection techniques were carried out by survey method
by giving questionnaires containing statements related to the research topic to respondents
and measured using a Likert Scale. Technical analysis using t test, R square test, adjusted
R square test, and multiple linear regression with test equipment using SPSS 26.

RESULT AND DISCUSSION

Based on the calculation, the results of the validity test of all the variables studied show
the numbers above r table (0.2006), so this research tool can be said to be valid. Based on
the calculations, the results of the reliability test of all variables show that Cronbach's alpha
value is greater than 0.60, so this research tool can be said to be reliable..
4 | HUMANIS (Humanities,Management and Science Proceedings) Vol.03, No.1, Desember 2022
Special issue : ICoMS2022 The 3rd International Conference on Management and Science
HUMANIS
(Humanities,Management and Science Proceedings)

The Influence of Taste on Consumer Satisfaction

Based on the results of data processing, the results of the calculation of the value of the t
test for the Taste variable (X1) with a t count of 8.767 greater than t table 1.986, the Taste
variable has a positive effect on consumer satisfaction. The value on the determinant test of
the Summary Model produces an R Square value of 0.450, this shows that 45% of the Taste
variable (X1) has a partial influence on the Consumer Satisfaction variable (Y) and the
remaining 55% has an effect on other factors not examined in the study. this.
Table 1. Test of t variable X1 & Y
Coefficientsa

Standardized

Unstandardized Coefficients Coefficients Collinearity Statistics

Model B Std. Error Beta t Sig. Tolerance VIF

1 (Constant) 4.396 1.930 2.278 .025

TOTAL_X1 .768 .088 .671 8.767 .000 1.000 1.000

a. Dependent Variable: TOTAL_Y

Tabel 2. Test of R Square variables X1 and Y

Model Summaryb

Std. Error of the

Model R R Square Adjusted R Square Estimate Durbin-Watson

a
1 .671 .450 .444 1.99265 1.921

a. Predictors: (Constant), TOTAL_X1

b. Dependent Variable: TOTAL_Y

The Influence of Price on Consumer Satisfaction

Based on the results of data processing, the results of the calculation of the t test value
for the price variable (X2) with a t count of 10.005 greater than t table 1.986, the price
variable has a positive effect on consumer satisfaction. The value on the determinant test of
the Summary Model produces an R Square value of 0.516, this shows that 51.6% of the
Price variable (X2) has a partial influence on the Consumer Satisfaction variable (Y) and the
remaining 48.4% has an effect on other factors that are not investigated in this study.
Table 3. t-test of variables X2 & Y
Coefficientsa

Model Unstandardized Coefficients Standardized t Sig. Collinearity Statistics

Coefficients

B Std. Error Beta Tolerance VIF

1 (Constant) 8.329 1.302 6.396 .000

TOTAL_X2 .616 .062 .718 10.005 .000 1.000 1.000

a. Dependent Variable: TOTAL_Y

Table 4. R Square test of variables X2 & Y

Model Summaryb

5 | HUMANIS (Humanities,Management and Science Proceedings) Vol.03, No.1, Desember 2022

Special issue : ICoMS2022 The 3rd International Conference on Management and Science
HUMANIS
(Humanities,Management and Science Proceedings)

Model R R Square Adjusted R Square Std. Error of the Durbin-Watson

Estimate
a
1 .718 .516 .511 1.86953 1.606

a. Predictors: (Constant), TOTAL_X2

b. Dependent Variable: TOTAL_Y

The Influence of Taste on Repurchase Decisions

Based on the results of data processing, the results obtained from the calculation of the t
test value for the Taste variable (X1) with a t count of 9.393 is greater than the t table of
1.986, so the Taste variable has a positive effect on Repurchase Decisions (Z). The value in
the Model Summary determinant test yields an R Square value of 0.484. This indicates that
48.4% of the Taste variable (X1) has a partial effect on the Repurchase Decision variable (Z)
and the remaining 51.6% has an effect on other factors which were not examined in this
study.

Table 5. t-test of variables X1 and Z

Coefficientsa

Model Unstandardized Coefficients Standardized t Sig. Collinearity Statistics

Coefficients

B Std. Error Beta Tolerance VIF

1 (Constant) 4.751 1.797 2.643 .010

TOTAL_X1 .767 .082 .696 9.393 .000 1.000 1.000

a. Dependent Variable: TOTAL_Z

Table 6. R Square test of variables X1 and Z

Model Summaryb

Model R R Square Adjusted R Square Std. Error of the Durbin-Watson

Estimate
a
1 .696 .484 .479 1.85613 1.956

a. Predictors: (Constant), TOTAL_X1

b. Dependent Variable: TOTAL_Z

The Influence of Price on Repurchase Decisions

Based on the results of data processing, the results of the calculation of the t test value
of the Price variable (X2) with t count of 9.432 is greater than t table of 1.986, the price
variable has a positive effect on Repurchase Decisions (Z). The value of the determinant test
of the Summary Model produces an R Square value of 0.486, this shows that 48.6% of the
Price variable (X2) has a partial influence on the Repurchase variable (Z) and the remaining
51.4% has an effect on other factors that are not investigated in this study.
Table 7. t-test of variables X2 & Y
Coefficientsa

Model Unstandardized Coefficients Standardized t Sig. Collinearity Statistics

Coefficients

6 | HUMANIS (Humanities,Management and Science Proceedings) Vol.03, No.1, Desember 2022

Special issue : ICoMS2022 The 3rd International Conference on Management and Science
HUMANIS
(Humanities,Management and Science Proceedings)

B Std. Error Beta Tolerance VIF

1 (Constant) 9.502 1.290 7.363 .000

TOTAL_X2 .576 .061 .697 9.432 .000 1.000 1.000

a. Dependent Variable: TOTAL_Z

Table 8. R Square test of variable X2 & Z

Model Summaryb

Model R R Square Adjusted R Square Std. Error of the Durbin-Watson

Estimate
a
1 .697 .486 .481 1.85244 1.886

a. Predictors: (Constant), TOTAL_X2

b. Dependent Variable: TOTAL_Z

The Influence of Consumer Satisfaction on Repurchase Decisions

Based on the results of data processing, the results of the calculation of the t test value
of the Consumer Satisfaction variable (Y) with a t count of 13.848 is greater than t table
1.986, then the Consumer Satisfaction variable has a positive effect on Repurchase
Decisions (Z). The value on the determinant test of the Summary Model produces an R
Square value of 0.671 this shows that 67.1% of the Consumer Satisfaction variable (Y) has a
partial influence on the Repurchase Decision variable (Z) and the remaining 32.9% has an
effect on other factors. which were not investigated in this study.
Table 9. t-test of variables Y & Z
Coefficientsa

Model Unstandardized Coefficients Standardized t Sig. Collinearity Statistics

Coefficients

B Std. Error Beta Tolerance VIF

1 (Constant) 4.820 1.217 3.961 .000

TOTAL_Y .788 .057 .819 13.848 .000 1.000 1.000

a. Dependent Variable: TOTAL_Z

Table 10. R Square test of variable Y & Z

Model Summaryb

Model R R Square Adjusted R Square Std. Error of the Durbin-Watson

Estimate
a
1 .819 .671 .668 1.48222 1.748

a. Predictors: (Constant), TOTAL_Y

b. Dependent Variable: TOTAL_Z

Multiple Linear Regression Test

Multiple linear regression test is used to measure the strength of the relationship between
two or more variables, also shows the direction of the relationship between the dependent
and independent variables.
Based on the test results, the values obtained are:
Y= 2,856 + 0,433X1 + 0,424X2 + e
7 | HUMANIS (Humanities,Management and Science Proceedings) Vol.03, No.1, Desember 2022
Special issue : ICoMS2022 The 3rd International Conference on Management and Science
HUMANIS
(Humanities,Management and Science Proceedings)

The constant value obtained is 2.856, which means that if the taste (X1) and price (X2)
are omitted or have a value of 0 (zero), then consumer satisfaction (Y) is worth 2.856. The
regression coefficient of the Taste variable (X1) is 0.433, which means that if the Taste
variable (X1) increases by 1 level, consumer satisfaction will increase by 0.433. The
regression coefficient of the price variable (X2) is 0.424, which means that if the price
variable (X2) increases by 1 level, consumer satisfaction will increase by 0.424.
The value of the determinant test of the Summary Model produces an Adjusted R
Square value of 0.600, this shows that 60% of the Taste (X1) and Price (X2) variables have
a simultaneous influence on the Consumer Satisfaction variable (Y) and the remaining 40%
have an effect on the factor others not examined in this study.
Table 11. t-test of variables X1, X2 and Y
Coefficientsa

Model Unstandardized Coefficients Standardized t Sig. Collinearity Statistics

Coefficients

B Std. Error Beta Tolerance VIF

1 (Constant) 2.856 1.655 1.726 .088

TOTAL_X1 .433 .092 .378 4.703 .000 .650 1.538

TOTAL_X2 .424 .069 .494 6.146 .000 .650 1.538

a. Dependent Variable: TOTAL_Y

Table 12. Adjusted R Square test of variables X1, X2, and Y

Model Summaryb

Model R R Square Adjusted R Square Std. Error of the Durbin-Watson

Estimate

1 .780a .609 .600 1.68937 1.796

a. Predictors: (Constant), TOTAL_X2, TOTAL_X1

b. Dependent Variable: TOTAL_Y

Z= 3,485 + 0,480X1 + 0,363X2 + e

The constant value obtained is 3.435, which means that if the Taste (X1) and Price (X2)
are omitted or are 0 (zero) then the Repurchase Decision (Z) is worth 3.435. The regression
coefficient for the Taste variable (X1) is 0.480, which means that if the Taste (X1) variable
increases by 1 level, then customer satisfaction will increase by 0.480. The regression
coefficient for the price variable (X2) is 0.363, which means that if the price (X2) increases
by 1 level, then customer satisfaction will increase by 0.363.
The value of the determinant test of the Summary Model produces an Adjusted R
Square value of 0.601, this shows that 60.1% of the Taste (X1) and Price (X2) variables
have a simultaneous influence on the Repurchase Decision variable (Z) and the remaining
39, 9% influence with other factors not examined in this study.
Table 13. t-test of variables X1, X2 and Z
Coefficientsa

Model Unstandardized Coefficients Standardized t Sig. Collinearity Statistics

Coefficients

B Std. Error Beta Tolerance VIF

1 (Constant) 3.435 1.590 2.160 .033

TOTAL_X1 .480 .089 .436 5.426 .000 .650 1.538

8 | HUMANIS (Humanities,Management and Science Proceedings) Vol.03, No.1, Desember 2022

Special issue : ICoMS2022 The 3rd International Conference on Management and Science
HUMANIS
(Humanities,Management and Science Proceedings)

TOTAL_X2 .363 .066 .439 5.471 .000 .650 1.538

a. Dependent Variable: TOTAL_Z

Table 14. Adjusted R Square test of variables X1, X2, and Z

Model Summaryb

Model R R Square Adjusted R Square Std. Error of the Durbin-Watson

Estimate
a
1 .781 .610 .601 1.62308 1.875

a. Predictors: (Constant), TOTAL_X2, TOTAL_X1

b. Dependent Variable: TOTAL_Z

Testing submodel 2 Multiple Linear Regression, found the value of :

Z = 1,951 + 0,255 X1 + 0,142 X2 + 0,519Y
The constant value obtained is 1.951, which means that if Taste (X1), Price (X2),
Consumer Satisfaction (Y) is omitted or has a value of 0 (zero), then the Repurchase
Decision (Z) is worth 1.951. The regression coefficient of the Taste variable (X1) is 0.255,
which means that if the Taste (X1) increases by 1 level, the repurchase decision will
increase by 0.255. The regression coefficient of the price variable (X2) is 0.142, which
means that if the price (X2) increases by 1 level, then the repurchase decision will increase
by 0.142. The regression coefficient of the Consumer Satisfaction variable (Y) is 0.519,
which means that if Consumer Satisfaction (Y) increases by 1 level, the repurchase decision
will increase by 0.519
The value in the Summary Model determinant test yields an Adjusted R Square value of
0.715. This indicates that 71.5% of the Taste (X1), Price (X2), and Consumer Satisfaction
(Y) variables have a simultaneous influence on the Repurchase Decision variable ( Z) and
the remaining 28.5% is influenced by other factors not examined in this study.

Table 15. t-test of variables X1, X2, Y, and Z

Coefficientsa

Model Unstandardized Coefficients Standardized t Sig. Collinearity Statistics

Coefficients

B Std. Error Beta Tolerance VIF

1 (Constant) 1.951 1.366 1.428 .157

TOTAL_X1 .255 .083 .232 3.064 .003 .525 1.904

TOTAL_X2 .142 .067 .173 2.142 .035 .462 2.163

TOTAL_Y .519 .084 .540 6.163 .000 .391 2.556

a. Dependent Variable: TOTAL_Z

Table 16. Adjusted R Square test of variables X1, X2, Y, and Z

Model Summaryb

Model R R Square Adjusted R Square Std. Error of the Durbin-Watson

Estimate
a
1 .851 .724 .715 1.37291 1.692

a. Predictors: (Constant), TOTAL_Y, TOTAL_X1, TOTAL_X2

b. Dependent Variable: TOTAL_Z

9 | HUMANIS (Humanities,Management and Science Proceedings) Vol.03, No.1, Desember 2022

Special issue : ICoMS2022 The 3rd International Conference on Management and Science
HUMANIS
(Humanities,Management and Science Proceedings)

CONCLUSIONS
Based on the results of research analysis and discussion, it can be concluded several
things as follows:
1. Taste (X1) has a positive and significant effect on Consumer Satisfaction (Y) with t
count > t table (8,767 > 1,986) and contributes 45%.
2. Price (X2) has a positive and significant effect on Consumer Satisfaction (Y) with t
count > t table ( 10.005 > 1.986 ) and contributes 51.6%.
3. Taste (X1) has a positive and significant effect on Repurchase Decision (Z) with t
count > t table (9,363 > 1,986) and contributes 48.4%.
4. Price (X2) has a positive and significant effect on Repurchase Decision (Z) with t
count > t table (9,432 > 1,986) and contributes 48.6%.
5. Consumer Satisfaction (Y) has a positive and significant effect on Repurchase
Decisions (Z) with t count > t table (13.848 > 1.986) and contributes 67.1%.
From the points above, it can be concluded that Taste and Price have a positive effect
on Consumer Satisfaction which then has a positive impact on Repurchasing Decisions for
Yupi chili products. So that consumer satisfaction can be an intervening variable between
taste and price with repurchasing decisions. Therefore, the purpose of this research has
been achieved.

REFERENCE
Kotler & Keller. 2016. Marketing Management, 15th. Edition. New Jersey: Pearson Pretice
Hall, Inc.
Drummond KE & Brefere LM. 2010. Nutrition for Foodservice and Culinary Professional’s,
Seventh Edition. New Jersey: John Wiley & Sons, Inc. Page 3-4.
Sumarwan, U. 2002. Perilaku Konsumen: Teori dan Penerapannya Dalam Pemasaran.
Ghalia Indonesia: Bogor
Khairuzy, Mirza Abdi. (2015). Pengaruh Harga Terhadap Kepuasan Konsumen dengan
Kualitas Pelayanan Sebagai Variabel Moderating. JIPAGS (Journal of Indonesian
Public Administration and Governance Studies), e-issn: 2549-1431, 866-877.
Hadi, Sugeng Nugroho (2016). Analisis Pengaruh Cita Rasa, Label Halal, dan Diversifikasi
Produk terhadap Keputusan Beli Konsumen pada Produk Olahah Tuna Inggil Pacitan
Jawa Timur. At-Tauzi’ (Jurnal Ekonomi Islam), Vol 15, 1391-142.
Febriansyah, & Triputra, G. (2021). Pengaruh Harga dan Kualitas Pelayanan terhadap
Keputusan Pembelian Ulang dengan Kepuasan Konsumen sebagai Variabel
Intervening. Jurnal Bisnis Darmajaya, 7(1), 70-88.
Muzdalifah. (2019). Pengaruh Cita Rasa dan Harga Terhadap Kepuasan Konsumen Pada
Hisana Fried Chicken di Kota Makassar. Skripsi. Tidak Diterbitkan. Fakukltas Ekonomi
dan Bisnis. Universitas Muhammadiyah Makassar: Makassar.
Ilat, Lydia V., Murni, S., Parengkuan, T. (2018). Analisis Pengaruh Produk dan Harga
Terhadap Keputusan Pembelian Ulang pada UKM D’Cendol 77 di EIC UNSRAT.
Jurnal EMBA (Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi), 6(4), 2548-
2557
Kotler, Philip dan Gary Amstrong. 2008. Prinsip – Prinsip Pemasaran. Jakarta:
Erlangga.Kotler, Philip dan Keller. 2007. Manajemen Pemasaran. Jilid I. Jakarta: PT.
Indeks.
Poerwanto. 2006. New Business Administration. Yogyakarta: Pustaka Pelajar.
10 | HUMANIS (Humanities,Management and Science Proceedings) Vol.03, No.1, Desember 2022
Special issue : ICoMS2022 The 3rd International Conference on Management and Science
HUMANIS
(Humanities,Management and Science Proceedings)

Hardiyati, R., & KHASANAH, I. (2010). Analisis Pengaruh Kualitas Pelayanan Terhadap
Kepuasan Konsumen Menggunakan Jasa Penginapan (Villa) Agrowisata Kebun Teh
Pagilaran (Doctoral dissertation, UNIVERSITAS DIPONEGORO).
Tjiptono, F. (2015). Strategi Pemasaran. Yogyakarta: Andi Offset
Stanton, William J. 2001. Prinsip Pemasaran. Jakarta: Penerbit Erlangga.
Tjiptono, F. & D. (2016). Pemasaran, Esesi dan Aplikasi. Yogyakarta: Andi offset
Sugianto, J., & Sugiharto, S. 2013. Analisa Pengaruh Service Quality, Food Quality dan
Price Terhadap Kepuasan Pelanggan Restoran Yung Ho Surabaya. Jurnal
Manajemen Pemasaran Petra, 1(2), 1–10.

11 | HUMANIS (Humanities,Management and Science Proceedings) Vol.03, No.1, Desember 2022

Special issue : ICoMS2022 The 3rd International Conference on Management and Science