PENGARUH BRAND IMAGE STORE DAN PERCEIVED QUALITY TERHADAP REPURCHASE INTENTION PELANGGAN KOPI TUKU DI KOTA MALANG

This study aims to analyze the influence of brand image and perceived quality on the repurchase intention of Kopi Tuku customers in Malang. In the face of intense competition in the local coffee industry, companies need to understand the factors influencing repurchase intention to maintain customer loyalty. The research method used is quantitative with a survey approach, involving 120 respondents selected through accidental sampling. Data collection was done using a questionnaire with a Likert scale. Data analysis included validity and reliability tests, classical assumption tests, and multiple linear regression analysis. The results show that both brand image and perceived quality have a positive and significant effect on repurchase intention. These findings indicate the importance of a strong brand image and perceived quality as key factors in increasing customer loyalty for Kopi Tuku.