PENGARUH BRAND IMAGE, DAN PERCEIVED PRICE TERHADAP KEPUTUSAN PEMBELIAN DAN DAMPAKNYA TERHADAP REPURCHASE INTENTION (STUDI PADA DOLKOPI DI TEMBALANG)

Abstract

BSTRACT
The phenomenon in Dolkopi, Semarang is that during the Covid-19 pandemic,
wheremanycoffeeshopsexperiencedlossesandevenclosed,Dolkopiactually
experienced an increase in turnover. This is a separate phenomenon where Dolkopi
consumers still want to buy Dolkopi products repeatedly so it is necessary to investigate
this phenomenon. This study aims to analyze the effect of brand image, perceived price,
and word of mouth on purchasing decisions and their effect on repurchase intention. The
population used in this study were all consumers of Dolkopi, Semarang. The sampling
technique used is purposive sampling. The samples taken were 89 consumers of Dolkopi,
Semarang who had made a purchase at Dolkopi more than twice. The data collection
method in this study used a direct questionnaire. The data analysis method uses structural
equation modeling. Brand image and perceived price have a positive effect on purchasing
decisions. Brand image, perceived price and purchasing decisions have a positive effect on
repurchase intention.