Manuscript Number : IJSRST218623

The Effect of Brand Image, Product Prices, and Product Quality on Repurchases of Kopi Petani Nusantara (Case Study on Kopi Petani Nusantara Consumers in Jakarta)

Authors(2) :-Sista Ferida Rotua Butar Butar, Jerry Heikal

The high interest in coffee consumption in Indonesia is not only a coffee-producing country, as quite a lot of consumers. Indonesia was ranked 4th as the world's largest coffee producer in 2016 after Brazil, Vietnam, and Colombia. Of the many types of coffee, in general, there are two types of coffee marketed in Indonesia, namely Arabica coffee and Robusta coffee. This research was conducted using quantitative methods with a population and sample of 112 respondents. The data analysis method used is binomial logistic regression analysis. The results showed that the quality of brand image, product price, and product quality are factors that determine repurchase decisions on Kopi Petani Nusantara in the archipelago, which shows 57.1% to be the determining factor while the rest is determined by other factors. This happens because of the better brand image of a product, so buyers will make repeat purchases to meet their needs, both in terms of Recognition, Reputation, Affinity, and Domain.

Authors and Affiliations

Sista Ferida Rotua Butar Butar
Magister Management Department, University of Bakrie, Jakarta, Indonesia
Jerry Heikal
Magister Management Department, University of Bakrie, Jakarta, Indonesia

Decision, Exhibition, Investment, Promotion, Factors

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Publication Details

Published in : Volume 8 | Issue 6 | November-December 2021
Date of Publication : 2021-12-30
License:  This work is licensed under a Creative Commons Attribution 4.0 International License.
Page(s) : 271-280
Manuscript Number : IJSRST218623
Publisher : Technoscience Academy

Print ISSN : 2395-6011, Online ISSN : 2395-602X

Cite This Article :

Sista Ferida Rotua Butar Butar, Jerry Heikal, " The Effect of Brand Image, Product Prices, and Product Quality on Repurchases of Kopi Petani Nusantara (Case Study on Kopi Petani Nusantara Consumers in Jakarta)", International Journal of Scientific Research in Science and Technology(IJSRST), Print ISSN : 2395-6011, Online ISSN : 2395-602X, Volume 8, Issue 6, pp.271-280, November-December-2021. Available at doi : https://doi.org/10.32628/IJSRST218623    
Journal URL : https://ijsrst.com/IJSRST218623
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