(Universitas Muhammadiyah Pontianak, Pontianak, 78124, Indonesia)
(2) Ananda Archie
(Universitas Muhammadiyah Pontianak, Pontianak, 78124, Indonesia)*Corresponding author
AbstractThis study aims to analyze the influence of price and service quality on consumer repurchase intention at Ara Coffee, Pontianak. A quantitative approach using multiple linear regression was employed to analyze data obtained from 150 respondents selected through purposive sampling. Data were collected via questionnaires distributed to Ara Coffee customers. The results show that price and service quality have a positive and significant influence on repurchase intention, with a coefficient of determination (R²) of 47.9%, indicating that these two variables explain nearly half of the variation in repurchase intention. These findings suggest that affordable pricing and responsive, consistent service quality play a crucial role in increasing customer loyalty. This research contributes to the development of consumer behavior and service management theory and provides practical insights for Ara Coffee in formulating more effective pricing and service strategies to enhance customer satisfaction and loyalty.
KeywordsPrice; Service Quality; Repurchase Intention
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DOIhttps://doi.org/10.33122/ejeset.v6i2.1171 |
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