The Influence of Customer Satisfaction on Repeat Purchase Decisions of Drinking Water at Depot 3 Putri, Waihoka Village

Pengaruh Kepuasan Konsumen Terhadap Keputusan Pembelian Berulang Air Minum di Depot 3 Putri Kelurahan Waihoka

Abstract

Customer satisfaction is a key factor influencing repeat purchase decisions, particularly in the refillable drinking water industry. This study aims to analyze the effect of customer satisfaction on repeat purchase decisions for drinking water at Depot 3 Putri in Waihoka Village. This research employs a quantitative approach with a survey method, where data is collected through questionnaires distributed to 100 respondents. Data analysis is conducted using simple linear regression with the assistance of SPSS 22. The results indicate that customer satisfaction significantly influences repeat purchase decisions, with a t-value of 11.623, which is greater than the t-table value of 1.66055, and a significance value of 0.000 < 0.05. The regression model obtained is Y = 9.302 + 0.678X, meaning that for every one-unit increase in customer satisfaction, repeat purchase decisions increase by 0.678 or 67.8%. The coefficient of determination (R Square) is 0.580, indicating that customer satisfaction explains 58% of the variance in repeat purchase decisions, while the remaining 42% is influenced by other factors not examined in this study. The conclusion of this study is that the higher the level of customer satisfaction with the service and water quality at Depot 3 Putri, the greater the likelihood of repeat purchases. Therefore, the depot is recommended to continuously improve water quality, customer service, and marketing strategies to maintain and enhance customer loyalty.