PENGARUH HARGA DAN KEMASAN TERHADAP MINAT BELI ULANG PRODUK BERAS CAP SEMAR BAGONG

This research was conducted to determine and analyze the influence of price and packaging on the likelihood of consumers repurchase intention for Cap Semar Bagong rice products. With a respondent count of 130 consumers who had previously purchased Cap Semar Bagong rice. The data collection technique in this study used surveys and questionnaire distribution. The data analysis technique used binary logistic regression analysis because the Y variable is dichotomous, with the help of SPSS 27 software. The results obtained the logistic regression equation for repurchase intention (Y) = -20.420 + 0.992X1 + 0.220X2 + e. The results of this study indicate that price has a positive and significant effect on the likelihood of repurchase intention, packaging has a positive and significant effect on the likelihood of repurchase intention, and price is the dominant influence on consumers repurchase intention.