PENGARUH CITRA MEREK, KUALITAS MAKANAN DAN PERSEPSI HARGA TERHADAP REPURCHASE INTENTION DI IIGA WARUNG JIMBARAN
DOI:
https://doi.org/10.5281/zenodo.21940921Keywords:
Brand Image, Food Quality, Price Perception, Repurchase Intention, Culinary IndustryAbstract
The increasingly intense competition in Bali's culinary industry requires restaurants to maintain customers through positive consumption experiences. This study aims to analyze the influence of brand image, food quality, and price perception on consumers' repurchase intention at Iiga Warung Jimbaran. This study used a quantitative approach with a causal research design. The sample consisted of 75 respondents selected using purposive sampling, namely consumers who had purchased at Iiga Warung Jimbaran within the last year. Data were collected through Likert scale questionnaires and analyzed using multiple linear regression with SPSS. The results showed that brand image, food quality, and price perception had a positive and significant effect on consumers' repurchase intention at Iiga Warung Jimbaran. Food quality was the most dominant factor in increasing consumers' repurchase intention. Therefore, Iiga Warung Jimbaran is advised to maintain food quality, strengthen its brand image, and set appropriate prices to improve customer loyalty and repurchase intention continuously.
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