Pengaruh Kualitas Layanan Citra Merek dan Persepsi Harga terhadap Minat Pembelian Ulang Pada Produk Golden Lamian

Abstract

This research aims to analyze the influence of service quality, brand image, and price perception on repurchase intention towards Golden Lamian products. A survey method was utilized to gather data from respondents who are consumers of these products. Multiple linear regression analysis was conducted to examine the relationship between independent variables (service quality, brand image, and price perception) and the dependent variable (repurchase intention). The research findings indicate that service quality, brand image, and price perception significantly influence repurchase intention. The managerial implications of these findings can assist companies in enhancing marketing strategies and customer service to increase consumer loyalty towards Golden Lamian products.