HJBS Volume 2 No 2 May 2020

DOI: http://doi.org/10.26487/hjbs.v2i2.
10.26487/hjbs.v2i2.338

The Influence of Product Quality and Promotion on Repurchase

Pertamax through Consumer Satisfaction in Makassar City

Irfan Saputra 1*, Osman Lewangka 2, Abd. Razak Munir3,

1
Employeee at PT. Pertamina; [email protected]
2
Faculty of Economics and Business
Business, Hasanuddin University; [email protected]
3
Faculty of Economics and Business,
Business Hasanuddin University; [email protected]

* Correspondence author: [email protected]

Abstract
Pertamax is a non-subsidized fuel PT. Pertamina (Persero) and the company's biggest challenge is to change
the buying pattern of people in order to switch from Premium to Pertamax. To change the buying pattern of a
company's society should look at consumer behaviour as well as the attributes contained in the product in
order to provide satisfaction and re-purchase
purchase decisions. These attributes are product quality and promotion.
This research aims to determine the quality of products and promotions positively and significantly affect
consumer satisfaction, knowing product quality, promotion and customer satisfaction positively and
significantly
ly towards purchasing decisions, and product
product quality and promotions have positive and significant
effect on the re-purchase
purchase decision through consumer satisfaction of Pertamax in the Makassar city. The
population in thiss study was the consumer of Pertamax in the town of Makassar, which was designated 100
samples of respondent.. Data collection techniques through questionnaires, literature and observation studies,
using path analysis techniques. The results of the product quality are positive and significant to customer
satisfaction. Promotions have a positive and insignificant impact on consumer satisfaction. Consumer
satisfaction has a positive and significant effect on repurchase decisions. The quality of products direc
directly has
a positive and significant effect on repurchase decisions. Directly
Direct promotion is positive and insignificant to
repurchase decisions. The quality of products indirectly through consumer satisfaction has a positive and
significant influence over the repurchase decision. Indirectly
Indirect promotion through consumer satisfaction had a
positive but insignificant influence on the repurchase decision of Pertamax in the Makassar city.
Keywords : product quality; promotion; consumer satisfaction; repurchase decision

INTRODUCTION
One of the purposes of the launch of Pertamax is to reduce the consumption of fuel oil type
Premium in the community. This is one of the strategies of PT Pertamina (Persero) in tackling the
problems related to the Premium and Pertalite selling price which tends to be lower than the cost of
production and distribution, as well as the Premium and Pertalite selling prices determined by
Government of the Republic of Indonesia so that PT Pertamina (Persero) can not directly do the price
determination.
mination. As we know that Pertamax is a non non-subsidized
subsidized fuel which PT. Pertamina must
maintain the quality of its products. Because it is one of the differentiator with Premium and Pertalite
products. In addition to selling Pertamax, PT. Pertamina must do a good marketing strategy in order
to attract Premium and Pertalite consumers to move to Pertamax. One of them is probably what has
been done by the promotion that the company offers to consumers.
According to Kotler and Armstrong (2018) "Product quality is the characteristic of a product
or service that bear on its ability to satisfy stated or implied customer needs". Product attributes are
the product elements that are considered important by consumers and serve as the basis of decision

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making in buying a product (Toaha, Maupa, Brasit, Taba & Aswan, 2019).
In addition to these factors that encourage consumers to be able to buy a product that is
promotion. This is also valid in service companies in which service quality is likely to be the main
consideration
on by customers (e.g. Jusni & Aswan, 2017). Kotler and Armstrong (2018) suggested that
promotion is "promotion means activities that communicate the merits of the product and persuade
Targe customers to buy it". This means that promotion is an activity tha thatt communicates the benefits
of a product and persuades the target consumer to purchase the product. Agus Hermawan (2013)
suggested that the promotion is one of the priorities of the marketing excitement that is notified to
consumers that the company launcheslaunches new products that tempt consumers to conduct purchase
activities. So promotion is an important factor in realizing the company's sales objectives. In order
for consumers to be willing to become customers, they must first be able to try or research the ggoods
produced by the company but they will not do so if they are unsure of the item. This is where the
need to hold a directed promotion, as it is expected to have a positive influence on increasing sales.
On the other hand, consumers also expect satisfac satisfaction
tion from the quality of the products and
promotions they get so they decide to make a purchase. Suppose the consumer has already made a
purchase through the promotion offered by the company, then they expect the same reward that is
good quality so as to bringring satisfaction to them. According to Peter and Olson (2010) "Consumer
satisfaction is a critical concept in marketing thought and consumer research. In theory, if consumers
are satisfied with a product, service, or brand, they will be more likely to con continue
tinue to purchase it and
tell others about their favorable experiences with it. If They are dissatisfied, they will more likely
switch products or brands and complain to manufacturers, retailers, and other consumers ".
Theoretically, if consumers are satis
satisfied
fied with a product, service, or brand, they will be more inclined
to continue buying it and tell others about their enjoyable experience with it. If they are not satisfied,
they will most likely switch the product or brand and complain to manufacturers, retailers, r and other
consumers. According to Schiffman and Kanuk (2014) The purchase decision is "the selection of an
option from two or alternative choice". To be interpreted, a buying decision is a person's decision to
choose one of several alternative op options.
tions. So in making purchasing decisions, consumers search for
information about the products to be purchased, either in terms of product quality, promotion offered
or other attributes and after experiencing the product will be Generate repurchase from con consumers if
the product adds value to them. From the results of the explanation, it can be concluded that the
product quality, promotion, customer satisfaction, and repurchase decisions have a relationship with
each other.
Based on the results of an earlier study conducted by Ling Chen Hoe, DBA (2018) in his
journal stated that "The results provide insights to understand The dimensions of Product Quality
that affect customer satisfaction and higher satisfaction leads to higher customer loyalty in The
engineering
ing industry in Malaysia". Kottala Sri Yogi (2016) in his journal states that "This research
shows that the preponderance of customers considers product quality when they intend to purchase
two wheelers, which indicates that dimensions of quality are posi positively
tively associated with the purchase
decision". In the journal Noro Fajar Prianggoro (2019) stated that "promotion has a positive and
significant effect on purchasing decisions, influential promotion indirectly significantly towards
customer satisfaction". However, unlike the research journal done by Jessica J. Lenzun (2019), the
promotion has a negative influence and is not significant to customer satisfaction of Telkomsel
prepaid cards in the Kelurahan Winangun 1. The results showed that if the promotion iis done it will
reduce customer satisfaction, because customers or consumers who are in the village Winangun 1
does not consider the important promotion made by the company to obtain satisfaction, by looking at
the quality of products and prices in this cas casee the cost of phone/SMS/Internet appropriate then the
customer will be satisfied. Nugroho Setio Aji (2018) in his journal stated that "The influence of
promotion on purchasing decisions have a significant weak influence". Likewise, in the journal Eky
Jumrotul
tul Laila (2018) states that the quality of the product is negative and insignificant, so it does
not affect Rabbani's hijab purchase decision at the QTA boutique Ponorogo.
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LITERATURE REVIEW
The literature study in this study uses a free variable i.e. product
product quality and promotion, and
the variable bound is the re-purchase
purchase decision, as well as consumer satisfaction as a intervening
variable.
Product Quality
Kotler and Keller (2016) say that "quality performance of the product's ability to perform its
functions".
nctions". It can be interpreted that the quality of the product is the extent to which a product can
carry out its functions and meet its specifications. One feature product that has quality is a defective
product, a product that is suitable for standard. There are nine dimensions of product quality
according to Kotler and Keller (2016) as follows:
1. Form, covering the size, shape, or physical structure of the product.
2. Features, product characteristics that complement the basic functions of the product.
3. Performance
formance quality, is the level where the main characteristics of the product operate.
4. Perceived quality, is often arguably the result of the use of measurements made indirectly
because there is a possibility that the consumer does not understand or lack information
in on the
product in question.
5. Durability, life-size
size operation of product expectations in normal or stressful conditions, is a
valuable attribute for specific products.
6. Reliability, is a probability measure that the product will not malfunction or malfunction within
a given time.
7. Reparability,, is a measure of ease of repair of the product when the product is not functioning or
fails.
8. Style, describing the appearance and taste of the product to the buyer.
9. Design, is a totality of features that affect the look, feel, and functionality of the product based
on customer needs.
In this research the dimensions used for Pertamax products are featured, performance quality,
perceived quality, durability, and re
reliability.
Promotion
Promotion is one variable iin n marketing mix that is very important implemented by the
company in marketing the product or services. Sometimes these promotional terms are used
synonymous with terms of sale even if the meaning is a promotion. The definition of promotion
according to Kotler
tler and Armstrong (2018), "Promotion means activities that communicate the merits
of the product and persuade target customers to buy it", the one that supports sales success is
promotion, promotion is used company to introduce the product to the wider community
community so that the
awareness of a company's product increased. Promotions are also used by companies to inform the
benefits of a product. According to Kotler and Armstrong (2018), the promotional mix consists of 5
(five) promotional tools, namely:
1. Advertising,
sing, which is all forms of presentation and non
non-personal
personal promotion paid by sponsor to
present ideas, goods or services.
2. Sales promotion, namely short--termterm incentives to encourage the purchase or sale of a product or
service.
3. Personal selling, a personal presentation by the salesperson with the aim of generating sales and
building relationships with consumers.
4. Public relations, namely to build good relationships with various public companies in order to
obtain profitable publicity, build a good company iimage,mage, and handle or straighten rumors,
stories, and events unprofitable ones.
5. Direct marketing, which is a direct relationship with the target of consumers with the aim to
obtain immediate responses and foster lasting relationships with consumers.
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Consumer Satisfaction
Consumer satisfaction is an important concept in marketing and research concepts. It's a
common opinion that if consumers are satisfied with a product or brand, they will likely continue to
buy and use it and tell others about their enjoya
enjoyable
ble experience with the product. According to Kotler
and Armstrong (2018), consumer satisfaction is a level where the product performance assumption
will suit the expectation of a buyer. When the product performance is much lower than the
customer's expectation,
ation, the buyer is not satisfied. If performance is in accordance with expectations
or exceeding expectations, the buyer is satisfied or feels very excited. According to Ferdinand
(2014), the indicators of consumer satisfaction are:
1. The expression of the fulfillment of expectations given by the product
2. The behavior of not complaint on product consumption results
3. Acts of giving praise after consuming the product
4. Expressions of delight after consuming the product
Repurchase Decision
According to Kotler & Armstrong
rmstrong (2018) is a stage in the decision making process of buyers
where consumers actually buy. Decision making is an individual activity that is directly involved in
obtaining and using the goods offered. Another definition of a buying decision is a buyer's
buy decision
about which brand was purchased. Consumers can form the intention to buy the most liked brand. A
purchase decision is a decision-making
making process of a purchase that includes determining what to buy
or not to make a purchase. According to Kotler and Keller (2016), there are five purchasing decision
processes: Problem recognition, information retrieval, alternative evaluation, purchase decision and
post-purchase behaviour.
The intention of re-buying
buying occurs after the consumer purchases, can be due to ever consume
so intend again to repurchase the same product or service. According to Laroche, Habibi & Rickard
(2013) "Repurchase Intention is the individual's judgment about buying again a designated service
from the same company, taking into account hhis is or her current situation and likely pomp
circumstance". According to Schiffman and Kanuk (2014), the purchase made by the consumer
consists of two types, namely the purchase of trial and re re-purchase.
purchase. A trial purchase occurs when a
consumer buys a productt with a specific brand for the first time, where in that activity the consumer
seeks to investigate and evaluate the product by directly trying. Therefore, repurchase can be
concluded that it is a desire or desire that arises in consumers to purchase prod
products
ucts or services that he
or she has previously purchased based on the results of evaluation of the suitability of product
performance or service with consumer expectations. According to Ferdinand (2014), the indicators of
the repurchase decision are:
1. Desire to buy a product
2. Get recommendations from others
3. Stability in buying products
4. Habit of buying
Become a Purchase priority

RESEARCH METHOD
Location and Research Design
This research is a descriptive quantitative study which in its hypothesis testing seeks
se to
explain the influence of product quality and promotion on repurchase decision of Pertamax through
consumer satisfaction as a variable intervening. From the results, will be analyzed factors that are a
factor that has a significant impact on the deci
decision
sion of repurchasing Pertamax through the satisfaction
that they get the use of Pertamax.

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Population or Samples
According to Uma Sekaran (2017), the population is a group of people, events, or interesting
things where researchers want opinions (based on sample statistics). The population is also the
overall research object. The population is a research student who will be generalized by the results of
the study. In this research the population is the consumer of Pertamax in the city of Makassar.
Samples are a part of the population that can be used to infer populations, and some or subgroups of
those populations actually represent populations. The samples used in this research were the
consumers of Pertamax in the city of Makassar, where the number of populationpopulation is unknown. So to
facilitate in this research the number of samples taken is calculated by the sample formula according
to Wibisono (2013) with the results of 97 samples. To make the research data more diverse,
researchers sampled 100 samples.
Data Collection Method
To obtain the completeness of the data obtained, researchers use various methods of
collecting data:
1. Questionnaire, methodethod of collecting data by providing a list of written questions to respondents.
The question type is a closed questi question
on where the respondent was given some alternative
answers.
2. Library Research, literature
iterature studies are intended to obtain data from a variety of literary
literature to complement and sharpen the framework of the analysis of knives on emerging
issues.
3. Observation, directirect observation of the research objects that relate to the problem. Data is
collected by means of direct observation to the location of the researched object.
Data Analysis Method
The data analysis techniques used in this study are:
1. Test the research instrument
In order for the data obtained by the dissemination of the questionnaire to be valid and
reliable, it is necessary to test the validity and reliability of the details of the question or
questionnaire.
a. Validity test
According to the Augusty y Ferdinand (2014) "The validity test used to measure the legitimate or
valid a questionnaire. A questionnaire is said to be valid if the question on the questionnaire was
able to reveal something that would be measured by the questionnaire". To determine the items
of valid and unspecified statements, it needs to be done by calculating the value of the Corrected
Item-Total
Total Correlation on each of the statement item and the statement is said to be valid when
Corrected Item-Total
Total Correlation value >0.3.
b. Reliability Test
A reliability test is a tool for measuring a questionnaire that is an indicator of a variable. A
questionnaire is said to be religious or reliable if the answer to the statement is consistent or
stable from time to time (Augusty Ferdinand, 2014) 2014).. To measure reliability using the Cronbach
Alpha statistical test. A variable is said to be reliable if the Cronbach Alpha value > 0.6.
2. Path Analysis
Augusty Ferdinand (2014), stated that "line analysis is an extension of multiple linear
analysis, or a pathway
thway analysis is the use of regression analysis to assess causality relationships
between variables (causal models) that have been established previously based on theory ". Noor
(2014) stated that "lane diagrams can be used to calculate direct and indirect indirect influences of an
independent variable against a dependent variable. This method is applied lately by researchers (e.g.
Jusni, Aswan, Syamsuddin & Possumah, 2019; Tondok, Pahlevi & Aswan, 2019; Maharani, Maupa
& Aswan, 2020). These influences are reflected reflecte in the so-called
called line coefficient, which

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mathematically analyses the path following the structural model. Structural equations in this study
are as follows:
Z = PZX1 +PZX2 +e1 ((sub structural equation I)
Y = PYX1 +PYX2 +PYZ+e2 ((sub structural equation II)
3. Hypothesis testing (Test T)
The purpose of test T (partial test) is to find out how far the influence of the independent
variable (X) of the dependent variable (Y) is partially. Hypothesis testing on this study will be
conducted using significance levels oof 0.05 (α = 5%) or confidence level of 0.95.
If the signification value (Sig.) is < probability 0.05 then there is a free variable influence (X) to the
bound variable (Y) or the hypothesis accepted
accepted. If the significance value (Sig.) > probability 0.05
Then there
here is no free variable effect (X) to the bound variable (Y) or the hypothesis rejected
4. Coefficient of Determination
Coefficient of determination is a measure to determine the suitability or accuracy between the
suspected value or the regression line with the sample data. If the value of the correlation coefficient
is already known, then to obtain a coefficient of determination can be obtained by thiced it. This
coefficient of determination is used to measure how far the ability of the model in describing the
variation of dependent variables. The value of coefficient of determination is between zero or one. A
small R2 value means the ability of independent variables in explaining the variation of the
dependent variable is very limited. And vice versa if the value approaches 1 means independent
variables give almost all the information needed to predict dependent variables. The following
formula calculates the total coefficient of determination as follows:
R2Tot = 1 – Pe1 Pe2
where Pe = 1-R2

EMPIRICAL RESULTS
Descriptive Statistics
1. Respondent characteristics
a. Gender, Male respondents were larger than women, with male respondents of 70 people or 70%
and females as many as 30 or 30%.
b. Age, The number of highest percentage of respondents was 17th S/d 27th which is 48% or as
many as 48 people.
c. Education, The highest percentage of education respondents was S1 of 46% or as many as 46
people.
d. Jobs, The highest percentage of job respondents were employees of BUMN/private as much as
58% or 58 people.
e. Revenue, The highest
hest percentage revenue of respondents was Rp. 3 million – Rp. 5 million as
many as 32% or 32 people.
f. Vehicle, The highest percentage of vehicles used by respondents was a motor of 82% or as many
as 82 people.
g. Reasons of Attraction, Average of reason respondents
ondents used Pertamax because of its good quality
with a percentage of 73% or as many as 73 people.
2. Variables Description
Range Score:
100 – 180 = Very low
281 – 280 = Low
282 – 340 = Enough
341 – 420 = High
421 – 500 = Very high
a. Variable Analysis of Product
ct Quality (X
( )

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b.
Table 1. Product Quality Respondents
Answer Options
No Statement HD D N A HA Score
(1) (2) (3) (4) (5)
1 I'm interested in the blue color of Pertamax 4 5 36 37 18 360
My vehicle's engine felt pace and lighter in its appeal when I used
2 0 1 15 47 37 420
Pertamax products
3 Pertamax quality is no doubt to fuel gasoline type vehicles 0 3 11 55 31 414
4 Pertamax is very economical to use for vehicles 2 8 21 46 27 392
5 My vehicle never stuck during the use of Pertamax 0 1 17 45 37 418
Average 401
Source : Calculated from Primary Data
Table 1 above shows that respondents ' responses to the quality of the product that their
vehicles felt the pace and the lighter pull gained the highest score by 420. While the respondent's
response to the blue color, Pertamax
ax received the lowest score of 360. Based on the above data, the
respondent's response to the product quality variable is at the fourth range, which is the height with
an average score of 401 that can be concluded that product quality has a high valuation of Pertamax
products .
c. Variable Analysis of Promotion (X )
Tab
Table 2. Promotion Respondents
Answer Options
No Statement HD D N A HA Score
(1) (2) (3) (4) (5)
1. Information about Pertamax easy I get 6 6 27 46 15 358
2. In the purchase of Pertamax, often get discounts or coupons 19 32 38 9 2 243
I often find talk shows or personal presentations about the product
3. 16 35 37 9 3 248
offering of Pertamax
4. Pertamax is often a sponsorship in the event or an event 9 17 47 18 9 301
5. I know about My Pertamina mobile app 14 29 33 17 7 274
Average 285
Source : Calculated from Primary Data
Table 2 above shows that the respondent's response to Pertamax's information was easily
obtained by obtaining the highest score of 358. While the respondent's response to the purchase of
Pertamax
rtamax often get a discount or coupon get the lowest score as much as 243. Based on the above
data, indicates that the respondent's response to the promotion variable is at the third range, which is
sufficient, with an average score of 285 which can be concludedconcluded that the promotion has a
considerable assessment of Pertamax products.
d. Variable Analysis of Consumer Satisfaction (Z)
Table 3. Consumer Satisfaction Respondents
Answer Options
No Statement HD D N A HA Score
(1) (2) (3) (4) (5)
Fulfilled the expectation of my vehicle for the use of fuel through
1. 1 3 20 52 24 395
Pertamax
2. I never complain during the use of Pertamax 0 1 14 53 32 416
3. Pertamax is great for all types of petrol vehicles 1 2 18 49 30 405
4. I feel happy using Pertamax 1 1 15 48 35 415
Average 408
Source : Calculated from Primary Data
Table 3 above shows that with respect to respondent's response, they never complained using
Pertamax gained a high score of 416. While the respondent's response to the respondent was fulfilled
the expectation of their
ir vehicle through Pertamax gained an lowest score of 395. Based on the above
data, the respondent's response to consumer satisfaction variables is at the fourth range, with an

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average score of 408 that can be concluded that consumer satisfaction has a hig
highh valuation of the
product Pertamax.
e. Variable Analysis of Repurchase Decision ((Y)
Table 4. Repurchase Decision Respondents
Answer Options
No Statement HD D N A HA Score
(1) (2) (3) (4) (5)
1. I want to refuel my vehicle with Pertamax 1 2 10 55 32 415
2. Families or surroundings recommend to use Pertamax 3 6 44 30 17 352
3. I believe Pertamax is a superior and competent product for vehicles 0 1 11 54 34 421
4. It's been a habit thing I refuel vehicles with Pertamax 3 3 19 40 35 401
5. Pertamax has been a priority fuel for my vehicle 4 3 23 34 36 395
Average 397
Source : Calculated from Primary Data
Table 4 above shows that the respondent's response to the respondent was convinced
Pertamax was the superior and competent product for the vehicle gaining the highest score of 421.
Meanwhile, the respondent's response to the family or surrounding environment recommends using
Pertamax to obtain the lowest score of 352. Based on the above data, indicates that the respondent's
response to the repurchase decision variable is at the fourth range, with an average score of 397
which can be concluded that the purchase decision has an assessment of Pertamax products.
Prerequisite Evaluations
Validity Test
Table 5. Results of Validity Test
Corrected Item - Corrected Item -
Variabel Item Note Variabel Item Note
Total Correlatio
Correlation Total Correlation
X1.1 0.354 Valid Z1.1 0.630 Valid
X1.2 0.709 Valid Consumer Z1.2 0.755 Valid
Product
X1.3 0.696 Valid Satisfaction Z1.3 0.735 Valid
Quality
X1.4 0.629 Valid Z1.4 0.678 Valid
X1.5 0.662 Valid Y1.1 0.770 Valid
X2.1 0.516 Valid Y1.2 0.591 Valid
Repurchase
X2.2 0.746 Valid Y1.3 0.488 Valid
Decision
Promotion X2.3 0.804 Valid Y1.4 0.887 Valid
X2.4 0.633 Valid Y1.5 0.865 Valid
X2.5 0.686 Valid
Source : Calculated from Primary Data
Reliability Test
Table
able 6. Results of Reliability Test
Variable Cronbach's Alpha N of Items Note
Product Quality 0.805 5 Reliable
Promotion 0.857 5 Reliable
Consumer Satisfaction 0.854 4 Reliable
Repurchase Decision 0.878 5 Reliable
Source : Calculated from Primary Data
Findings
1. Path Analysis Model I
Table 7. Coefficient (Equation Z)
Unstandardized Standardized
Model Coefficients Coefficients t Sig.
B Std. Error Beta
1 (Constant) 3.662 1.155 3.172 .002
X1 .601 .063 .715 9.521 .000

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X2 .043 .048 .068 .906 .367
Source : Calculated from Primary Data
Table 8. Model Summary (Equation Z)
Model R R Square Adjusted R Square Std. Error of the Estimate
1 .748 .559 .550 1.7345
Source : Calculated from Primary Data
The magnitude of the value of R2 or R Square contained in the Table 8 Model Summary is
0.559,
559, this indicates that the contributions or donations of the X1 and X2 influence of Z are 55.9%
while the remaining 44.1% is the contribution of the variable Not included in the study. For e1
valuess can be searched with formula ee1= (1 − 0.559) = 0.6641.
e1 = 0.6641

Product Quality 0.715

(X1)

Consumer
Satisfaction (Z)
Promotion
0.068
(X2)

Figure 1. Path Diagram Model I

2. Path Analysis Model II
Tab
able 9. Coefficient (Equation Y)
Standardized
Unstandardized Coefficients
Model Coefficients t Sig.
B Std. Error Beta
Constant 1.105 1.697 .651 .516
X1 .342 .123 .290 2.791 .006
1
X2 .126 .067 .141 1.885 .062
Z1 .618 .142 .439 4.351 .000
Source : Calculated from Primary Data
Tablee10. Model Summary (Equation Y)
Model R R Square Adjusted R Square Std. Error of the Estimate
1 .754 .569 .556 2.4261
Source : Calculated from Primary Data
The magnitude of the R2 or R Square value is found in Table 10. The Model Summary is
0569, it shows that a contribution or donation of X1, X2, and Z influence against Y is 56.9% while
the remaining 43.1% is the contribution of variables not included in the study. For value e2 can be
searched with formulae2 = (1 − 0..569) = 0.6565.
e2 = 0.6565
e1 = 0.6641
Product Quality 0.290
(X1)
0.715
Consumer 0.439
Repurchase
Satisfaction
(Z) Decision (Y)

0.068
Promotion
(X2) 0.141

Figure 2. Path Diagram Model II

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Based on the Path Diagram Model I and II above, the following results are obtained:
1. Direct influence:
a. Product quality to consumer satisfaction = 00.715
b. Promotion to consumer
onsumer satisfaction = 00.068
c. Consumer satisfaction to repurchase
re decision = 0.439
d. Product quality to repurchase
purchase decision = 0.290
0
e. Promotion to repurchase
purchase decision = 0.141
0
2. Indirect effect:
a. Product quality to repurchase decision through customer satisfaction
= 0.715 x 0.439 = 0.314
So the total effect is: 0.290
0 + 0.314 = 0.604
b. Promotion quality to repurchase decision through customer satisfaction
= 0.068 x 0.439 = 0.030
So the total influence is
is: 0.141 + 0.030 = 0.171

DISCUSSION
The Influence of Product Quality on Customer Satisfaction
The results of this study show that through the analysis path obtained results results that showed a
positive relationship between the quality of the product with the customer satisfaction shown in the
hypothesis test results is the value of Sig. 0.000 < 0.05, so H0rejected and Ha accepted. This indicates
that the product quality variableble has a positive and significant effect on the consumer satisfaction
variable. The results illustrate that if the product quality increases the satisfaction will increase as
well. The better the quality of vehicle fuel products The more the satisfaction ooff its users. This also
means that the product quality is one of the attributes of the product that can provide a sense of
consumer satisfaction in its use. The results of this study were supported by the previous research
conducted by Maduretno Widowati an and
d Bentar (2018) stating that the quality of the product has
positive and significant impact on consumer satisfaction. And in the journal of Michaela Sugrova
(2017) stated that "The study of results proves positive connection. It is found that frequency of dairy
product's buying depends on whether the customers are satisfied with the product quality".
The Influence of Promotion on Consumer Satisfaction
Partial, promotions have no significant effect on consumer satisfaction. This is demonstrated
by the value of Sig. 0.367 > 0.05, so H0 accepted and Ha rejected. This means that the promotion
variable in this study does not provide satisfaction to consumers. It illustrates that the consumer
satisfaction of Pertamax is not obtained from the promotion given by th thee company because there are
still other factors such as quality, price or other factors. The results of this study were supported from
previous research conducted by Istiqarah Isa Putri (2017) in her journal stating that partial promotion
has no significant effect on consumer satisfaction.
The Influence of Product Quality on Repurchase Decision
The results of this study show that the resulting results showing a positive relationship
between the quality of the product with the repurchase decision shown in th thee hypothesis test result
are the sig value. of 0.006 < 0.05, so H0rejected and Ha accepted. This indicates that the product
quality variable has a positive and significant influence on the repurchase decision.
The results illustrate that if the product qua
quality
lity is getting better it will make the purchasing
decision increased. The results of this study were supported by the previous research conducted by
Agus Sulaiman (2018) stating that the quality of the product has a positive and significant effect on
purchasing
hasing decision. Similarly, in the journal Mohd Rizaimy Shaharudin (2014) stated that "Product
quality based on the eight quality dimensions framework and the relationship towards the buyer
purchase behavior. The customers are looking at other elements bey beyond
ond quality perceptions on their
purchase decision. Between product quality and purchase intention (indirect effect) as suggested by

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past researches which could increase the importance of perceived quality in the study relationships".
The Influence of Promotionotion on Repurchase Decision
The results of this study showed that the value gained significance variable promotion of
0.062 > 0.05 so H0accepted and Ha rejected. So it can be concluded that there is no significant
influence between the variable promotion to the repurchase decision variables. These results
illustrate that consumers are making a repurchase of Pertamax not because of the promotion offered
but due to other factors such as for not wanting to queue for too long in fuel stations, because of the
quality
ality benefits they obtain, or other factors that encourage consumers to repurchase. The results of
this study resembled the previous research conducted by Jalal Rajeh Hanaysha (2018) in his journal
"An examination of the factors affecting consumer's purchase purchase decision in the Malaysian retail
market", stating that "promotion has a negative effect on purchase decision".
The Influence of Consumer Satisfaction on Repurchase Decision
The results of this study showed that the value of significance is the variable of consumer
satisfaction of 0.000 < 0.05 so H0 rejected and Ha accepted. So it can be concluded that there is a
significant and positive influence between the consumer satisfaction variable to the repurchase
decision variable. The results illustrate that tthe
he higher the sense of satisfaction that consumers have
gained in consuming or using a product, the higher the interest in deciding a repurchase. The results
of the study resemble the previous research conducted by Rahmat Hidayat (2015) in his journal
stating
ng that there is a significant and positive influence on consumer satisfaction with the purchase
decision. In the journal Yingluk Khemchotigoon (2014) also stated that "A positive relationship
between consumer satisfaction and purchase intention in the fut future".
The Influence of Product Quality on Repurchase Decisions through Customer Satisfaction
The results of this study show that the results of the direct influence value of 0.290 and the
indirect influence of 0.314 mean that the indirect influence value is greater than that of the direct
influence value. These results indicate that indirectly variable of product quality through consumer
satisfaction variables have a significant and positive influence on the repurchase decision variables.
The results of the
he study were similar to the results of the study by Dendi (2018) stating that
"The indirect effect of product quality on consumer purchasing decisions are also significant as
obtained from the calculation of standardized coefficients”. And in the journal Rodoula Tsiotsou
(2016) states that "Perceived quality had a direct and an indirect effect (through overall satisfaction)
on purchase intentions, overall satisfaction had a direct effect on purchase intentions and
involvement had an Indirect effect on purchase
purchase intentions through overall satisfaction and perceived
quality”. It illustrates that if the quality of the product is good, it will give a sense of satisfaction to
consumers. And if consumers are satisfied with the product, it will increase the chances of consumer
repurchase of the product. Therefore, product quality is something that is important in marketing a
product that is done by the company. When consumers are already confident of a brand, the
consumer will increase trust in the product. It is popositively
sitively impactful to the attitudes and behaviors of
consumers to make a buyback.
The Influence of Promotion on Repurchase Decision through Customer Satisfaction
The results of this study showed that the direct influence value was 0.141 and indirect
influence
ence of 0.030 meant that indirect influence value was less than the value of direct influence.
These results indicate that in no way variable the promotion through consumer satisfaction has no
significant effect on the repurchase decision variable. The results lts of the study were similar to the
results of the study by Jessica J. Lenzun (2019) in her journal stating that the promotion has negative
influence and insignificant to customer satisfaction of Telkomsel prepaid card in Kelurahan
Winangun 1. But inversely ly proportional to the study conducted by Noro Fajar Prianggoro (2019) in
his journal states that "Promotion has a positive and significant effect on purchasing decisions,
influential promotion indirectly significantly towards customer satisfaction". Not th the effect of
promotional factors on purchasing decisions through the satisfaction of this consumer can

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10.26487/hjbs.v2i2.338

researchers conclude that from the invention in the field there are still many respondents who do not
know about the promotion of Pertamax conducted by the the company. We can see that the average
result of the respondent's response to the variable is low compared to other variables with a score of
285 (Table 2).

CONCLUSION AND RECOMMENDATIONS

Based on the data description in the product quality variable, oobtaining btaining the lowest score is a
statement about the blue color display of Pertamax. It shows that consumers do not see the feature
(color) of the fuel they use. But consumers see in terms of performance quality that has the highest
score that the vehicle feels
els the pace and pull of vehicles lighter when using Pertamax. Therefore, the
company should maintain or improve the quality of its products. Based on the data description in the
promoted variable, obtaining the lowest score is a statement regarding the pu purchase
rchase of Pertamax,
often getting discounts or coupons. This shows that the sales promotion that is done by the company
has not maximally touched Pertamax consumers. It is because the promotion has not been a
parameter of consumer satisfaction and that encourages
encourages consumers to make purchases but there is
still crucial important attributes such as price. In addition, the promotion carried out by the company
has not made a significant influence due to the remaining fuel options of other similar vehicles
namely Premium and Pertalite which is cheaper than Pertamax, so Pertamax only as replacement r
needs. For that, the company should pay attention to the cost of sales promotion issued to the profit
given from the sale of Pertamax in order not to happen losses for the the company or the expense of the
promotion costs that are useless.. But if Pertamax's promotion is made to benefit the company should
increase the sales of its promotion in order to attract consumer attention and maintain the customer
loyalty Pertamax. Based d on the data breakdown of consumer satisfaction variables, the lowest score
is the expectation of their vehicle's expectations by using Pertamax. While the highest is a statement
about consumers never complain using Pertamax. It can be interpreted that th there
ere is still more hope
that consumers are expected to not be reached in the use of Pertamax. This is because there are still
other attributes or factors that are used as parameters by the consumers of Pertamax such as price,
promotion, or others. Therefore,, companies should also pay attention to these factors in order to be
more fulfilled consumer expectations in the use of Pertamax. Based on the data description in the
repurchase decision variable, which gets the lowest score is the family or neighborhood recommends
to use Pertamax. While the highest score is consumers believe that Pertamax is a superior and
competent product for the vehicle. It can be interpreted that consumers use Pertamax not only the
recommendation tion of the surrounding people, but b also other factors such as because of individual
factors, promotion or other factors. Just as the consumer statement decides to use Pertamax because
of their belief that Pertamax is a very good product for the vehicle. Therefore, in order for consumers
to decide on the purchase of Pertamax, the company should maintain or enhance the excellence excell of
Pertamax in order to repurchase
purchase by consumers. For future researchers it is expected to add another
variable that can influence the repurchase decision such as price or ot other variables.
Research Limitation
In the writing of this journal there are some limitations that restrict from this research, among
which is in the process of retrieving data, information provided by respondents through
questionnaires sometimes does not not indicate the opinion of respondents Actually, this happens
because sometimes different differences of thought, assumptions and understanding of each
respondent, also other factors such as the honesty factor in the filling of the respondents opinion in
the questionnaire.
Acknowledgments
The
he author would like to thank to lecturers, examiners, and managers of fuel stations who
have given permissionsion to conduct research in their station fuel area.

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10.26487/hjbs.v2i2.338

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