PENGARUH KUALITAS PRODUK BRAND IMAGE DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN ULANG KONSUMEN PADA KOPI KENANGAN READY TO DRINK

This research aims to determine the influence of product quality, Brand image and price on consumers repurchase decisions on kopi kenangan Ready to Drink. This research was conducted in Indonesia. This type of research is quantitative research. This population in this study were buyers of Kopi Kenangan Ready to Drink. The population in this study is infinite or the exact number is unknown, so researchers will use samples as primary data sources. The sample used in this research does not know the exact population, so a sample was taken to represent the population. The data collection technique is in the form of a questionnaire. Testing this hypothesis uses the t test and f test. Based on the research results, it shows that product quality, Brand image and price have a positive effect on consumers repurchase decisions for kopi kenangan Ready to Drink. So it can be concluded that product quality, Brand image and price play an important role in consumers repurchase decisions so that the goals of a company can be achieved.