Pengaruh Harga, Kualitas Produk, Dan Citra Merek Terhadap Minat Beli Ulang Coffee On Wheels Di Tangerang Selatan

The Influence of Price, Product Quality, and Brand Image on Coffee On Wheels Repurchase Interest in South Tangerang

Abstract

The growth of Coffee On Wheels businesses has been accompanied by increasing competition in the coffee industry, making the ability to retain consumers through repeat purchases an important aspect of business sustainability. In this context, price, product quality, and brand image are relevant factors that may contribute to consumers repurchase intention. This study aims to analyze the effect of price, product quality, and brand image on the repurchase intention of Coffee On Wheels consumers in South Tangerang. This study employed a quantitative approach using a survey method. Data were collected through a five-point Likert-scale questionnaire from 166 respondents selected using purposive sampling. The data were analyzed using multiple linear regression with the assistance of IBM SPSS Statistics. The results showed that price had a positive and significant effect on repurchase intention with a significance value of p < 0.001, product quality had a positive and significant effect with p < 0.001, and brand image had a positive and significant effect with p < 0.001. Simultaneously, price, product quality, and brand image had a positive and significant effect on repurchase intention. The implications of this study indicate that Coffee On Wheels operators should pay attention to the alignment between price, product quality, and the benefits received by consumers, maintain consistent product quality, and strengthen brand image to support consumers repurchase intention.