Tsaabitah, Afnenda Khansa (2025) PENGARUH BRAND AWARENESS, PRODUCT QUALITY, DAN PRICE FAIRNESS TERHADAP REPURCHASE INTENTION PADA KEDAI KOPI “FORE COFFEE” (Studi pada Masyarakat Kota Surabaya). Undergraduate thesis, UNIVERSITAS PEMBANGUNAN NASIONAL VETERAN JAWA TIMUR.
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Abstract
Increasingly fierce business competition is drives companies to develop effective strategies to retain their customers and sustain their products in the market. Repurchase intention is one such strategy that can be implemented because it reflects customer loyalty. The level of satisfaction with a product plays an important role in generating the desire to repurchase. Consumers who are satisfied with the goods or services they have purchased in the past are more likely to intend to make repeat purchases in the future. This study aims to analyze the influence of Brand Awareness, Product Quality, and Price Fairness on Repurchase Intention. The approach used is a quantitative approach with an associative research type. Sampling was conducted using a purposive sampling technique and the Slovin formula. The respondents were Surabaya residents aged at least 20 years who had purchased and consumed Fore Coffee products at least twice. Data were collected through a questionnaire distributed via Google Form. The data analysis techniques used in this study included validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, and hypothesis testing. The research results indicate that Brand Awareness, Product Quality, and Price Fairness simultaneously influence Repurchase Intention at Fore Coffee coffee shops. These three variables also partially influence Repurchase Intention. This is supported by the results of the coefficient of determination test, which shows that the Repurchase Intention variable is largely influenced by Brand Awareness, Product Quality, and Price Fairness, while the remainder is influenced by other factors not examined in this study. Keywords: Brand Awareness, Product Quality, Price Fairness, Repurchase Intention, Coffee Shop
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Afnenda Khansa Tsaabitah | ||||||||
| Date Deposited: | 04 Dec 2025 03:06 | ||||||||
| Last Modified: | 04 Dec 2025 03:06 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/47672 |
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