PENGARUH PREFERENSI KONSUMEN TERHADAP MINAT BELI ULANG BENIH CABAI MERAH MEREK CAKRA

Red chilies are a leading national commodity with adaptability and high economic value. Red chilies also have quite high price fluctuations. This is caused by the high number of supplies and high demand increases. The availability of quality seeds is very strategic because it is the main asset in achieving success in farming. This situation has an impact on increasing the demand for chili seeds by farmers. The aim of this research is to determine consumer preferences regarding farmers' repurchase interest in Cakra brand red chili seeds and to analyze the factors that influence repurchase interest in Cakra brand red chili seeds. The research method uses accidental sampling techniques. The data analysis method used in this research is quantitative descriptive analysis. Then the data obtained was analyzed by the author using SEM PLS. The statistical formula used is the convergent validity test and reliability test. The overall results of the hypothesis test on Consumer Preferences on Repurchase Interest in Cakra Brand Red Chili Seeds show that product quality and brand image have a significant effect on repurchase interest in Cakra Brand Red Chili Seeds. Meanwhile, price and product packaging do not significantly influence the interest in repurchasing Cakra brand chili seeds. The variable that has the most influence on interest in repurchasing chili is brand image.