Sholikhatunnisa, Mar'atus (2025) Pengaruh Citra Merek, Kualitas Produk, Harga, Dan Diskon Terhadap Repurchase Intention Pada Kopi Konnichiwa (Studi Pada Konsumen Kopi Konnichiwa Dharmahusada). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze how Brand Image, Product Quality, Price, and Discounts influence Repurchase Intention. Repurchase intention is a consumer's desire to repurchase a product or service from the same company in the future after having a positive experience related to the product or service. The approach used is quantitative with multiple linear regression analysis techniques. Data are measured using a Likert scale, and the analysis process includes validity, reliability, classical assumptions, F tests, and t tests. The results of the t-test analysis indicate that the Brand Image and Product Quality variables have no effect on Repurchase Intention. On the contrary, the Price and Discount variables are proven to have an effect, indicating that the right pricing strategy and effective discounting can increase consumer loyalty in making repeat purchases. The results of the F test reveal that simultaneously, the four variables, namely Brand Image, Product Quality, Price, and Discounts, have an effect on Repurchase Intention. Companies can increase repurchase intention by strengthening brand image through storytelling, influencers, and CSR, maintaining product quality through innovation and attractive packaging, and implementing competitive pricing strategies such as bundling and membership. Promotions also need to be optimized with loyalty programs and engaging digital activities, including social media and online ordering platforms.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Mar’atus Sholikhatunnisa | ||||||||
| Date Deposited: | 02 Jun 2025 04:23 | ||||||||
| Last Modified: | 02 Jun 2025 04:23 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/36980 |
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