Influence of Brand Image, Price, Consumer Satisfaction, Product Quality and Promotion on Repurchase Decisions (Case Study on Teh Botol Sosro Consumers)

  • Dani Zahuri Mohammad Mahasiswa Faperta Universitas Singaperbangsa Karawang
  • Slamet Abadi Universitas Singaperbangsa Karawang
  • I Putu Eka Wijaya Universitas Singaperbangsa Karawang
Keywords: brand image, pricing, product quality

Abstract

 Teh Botol Sosro has successfully maintained its popularity in the highly competitive packaged tea market in Indonesia. To understand the factors influencing consumer repurchase decisions, a study was conducted at ÆON Mall Jakarta Garden City. This research evaluated brand image, pricing, customer satisfaction, product quality, and promotion as factors affecting consumer decisions, both collectively and individually.Use of primary data in this study were obtained through interviews with 100 randomly selected Teh Botol Sosro consumers, supplemented by data from the Central Statistics Agency (BPS) and literature reviews. The research results indicate that these factors influence repurchase decisions. When assessed individually, brand image and pricing do not have a significant impact, while customer satisfaction, product quality, and promotion have a substantial influence on repurchase decisions. These findings have important implications for Teh Botol Sosro and other industry players in formulating more effective marketing strategies to maintain and expand their market share.

Downloads

Download data is not yet available.

References

Damayanti, A. E., Manggabarani, A. S., & Pusporini, P. (2021). Analisis Loyalitas Pelanggan Terkait Kualitas, Harga Dan Desain Produk Serta Kepuasan Pelanggan Sebagai Variabel Intervening (Studi Pada Pengguna Kosmetik Brand Wardah). Jurnal Sains Pemasaran Indonesia (Indonesian Journal Of Marketing Science), 20(2), 125-151.

Efnita, T. 2017. Pengaruh variasi produk, kualitas pelayanan, harga dan lokasi terhadap kepuasan konsumen pada wedding organizer. AdBispreneur: Jurnal Pemikiran dan Penelitian Administrasi Bisnis dan Kewirausahaan, 2(2).

Kotler, P. Dan K. L. K. 2016. Marketing Managemen (I. Pearson Education (Ed.); 15Th Edisi). Pt Index. Kelompok Gramedia.

Kotler, P., & Amstrong, G. 2012. Prinsip-Prinsip Pemasaran (13Th Ed.). Jakarta: Erlangga.

Mutmainnah, N. 2017. Penentuan suhu dan waktu optimum penyeduhan batang teh hijau (Camelia Sinensis L.) terhadap kandungan antioksidan kafein, tanin dan katekin (Doctoral dissertation, Universitas Islam Negeri Alauddin Makassar).

Ong, I. A. 2013. Analisa Pengaruh Strategi Diferensiasi, Citra Merek, Kualitas Produk dan Harga Terhadap Keputusan Pembelian Pelanggan di Cincao Station Grand City, Surabaya. Jurnal Strategi Pemasaran, 1(2), 1-11.

Sugiyono. 2016. Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta. Bandung

Tjiptono. 2020. Strategi Pemasaran. Andi Offset. Yogyakarta

Top Brand Award. 2022. Teh dalam kemasan siap minum. https://www.topbrand-award.com/top-brand-index/?tbi_find=teh%20botol%20sosro. Diakses tanggal 21 Februari 2022

Widi. 2022. Berapa Konsumsi Teh per Kapita di Indonesia?. https://dataindonesia.id/sektor-riil/detail/berapa-konsumsi-teh-per-kapita-di-indonesia. Diakses tanggal 15 November 2022

Yuliara. 2016. Regresi Linier Berganda. Denpasar: Universitas Udayana. Bali

Yusup, M. 2011. Analisis pengaruh promosi, harga, kualitas produk dan layanan purna jual terhadap keputusan pembelian sepeda motor honda (studi kasus pada mahasiswa fakultas ekonomi universitas diponegoro semarang). Doctoral dissertation, Universitas Diponegoro. Semarang

Zeithaml, Valarie A. dan Mary Jo Bitner. 2012. Service Marketing : Integrating customer focus Across The Firm. Sixth Edition. McGraw-Hill. New York

Published
2023-12-22
How to Cite
Mohammad, D., Abadi, S., & Wijaya, I. P. (2023). Influence of Brand Image, Price, Consumer Satisfaction, Product Quality and Promotion on Repurchase Decisions (Case Study on Teh Botol Sosro Consumers). AGRITEPA: Jurnal Ilmu Dan Teknologi Pertanian, 10(2), 387-396. https://doi.org/10.37676/agritepa.v10i2.3298
Section
Article Reasearch