THE EFFECT OF CONSUMER SATISFACTION AND TRUST ON REPURCHASE DECISIONS AT SAS RESTAURANT BUNGKU TENGAH SUBDISTRICT MOROWALI DISTRICT

Abstrak

This research aims to determine the influence of satisfaction and trust on repurchase decisions at the SAS Restaurant, Bungku Tengah District, Morowali Regency. The sampling method uses a non-probability sampling method, namely Purposive Sampling of 60 respondents. Data were collected using a questionnaire, which was then processed using SPSS version 26. The analysis method used was the multiple linear regression analysis method. Simultaneously, the variables consumer satisfaction (X1) and consumer trust (X2) have a positive and significant effect on repurchase decisions at the SAS Restaurant, Bungku Tengah District, Morowali Regency. Then, in the partial test, the variables consumer satisfaction (X1) and consumer trust (X2) have a positive and significant effect on repurchase decisions at the SAS Restaurant, Bungku Tengah District, Morowali Regency. The coefficient of determination shows an R square value of 0.689 or 68.9% and the remaining 31.1% is explained by other variables not included in the regression model. Key Word: Consumer satisfaction, Consumer trust, Repurchase decisions