Factors Influencing Repurchase Intention of Champ Products at Indofrozen Store, Jakarta

Muhammad Iqbal, Fauziah Nur Jamal

Abstract


This research aims to analyze the influence of product quality, price, brand image, and customer satisfaction factors on the intention to repurchase Champ products Case Study at Indofrozen Store Jakarta. The results of this study were obtained using primary data in the form of a questionnaire distributed to 95 respondents. The data collected was then processed using the SmartPLS4 statistical tool. The findings of the study indicate that there are two exogenous variables, namely brand image and customer satisfaction, which each have a positive and significant impact on the intention to repurchase Champ products, while the two exogenous variables, product quality and price, each have no significant impact on the intention to repurchase Champ products.These findings suggest that marketers and store management should focus on strengthening brand image and enhancing customer satisfaction strategies to increase repurchase intention.Practical efforts such as improving after-sales service, personalized promotions, and consistent brand communication can serve as effective approaches to retain loyal customers.

Keywords


Brand image; Consumer satisfaction; Price; Product quality; Repurchase intention

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DOI: https://doi.org/10.21107/jsa.v2i2.29

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Journal of Science in Agrotechnology
ISSN: 2986-1411
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