PENGARUH KUALITAS PRODUK, HARGA, DAN CITRA MEREK TERHADAP MINAT BELI ULANG KONSUMEN CHATIME DI KOTA MALANG

This study aims to determine and examine the effect of product quality, price, and brand image on repurchase interest of Chatime consumers in Malang City. The type of research used is a quantitative approach with a causality analysis. The sampling technique used in this study is nonprobability sampling with a purposive sampling method. Data collection using the distribution of questionnaires to 150 respondents. The analysis method used in this research is the scale range and multiple linear regression with SPSS software. The results of this study indicate that product quality is in the good category, price is in the appropriate category, brand image is in the strong category, and repurchase interest is in the high category. Product quality has no significant effect on repurchase interest, price has a positive and significant effect on repurchase interest, brand image has a positive and significant effect on repurchase interest, and product quality, price, and brand image together have a positive and significant effect on repurchase interest.