The Influence of Quality Perception, Price Fairness, Brand Experience, and Accessibility to Repurchase Interest (Study on Consumer Chatime in Purwokerto)

Abstract

The purpose of this study is to identify and analyze the effect of perceived quality, price fairness, brand experience, and accessibility towards repurchase intention. The sample in this study is 107 respondents who are the customer of Chatime Purwokerto. The determination of the sample used purposive sampling method. The data was analyze using multiple regression analysis. The result of this study indicates that perceived quality, price fairness, and brand experience affects on repurchase intention partially. While, price fairness have no affect on repurchase intention. The adjusted coefficient of determination R Square is 0,407, which means that perceived quality, price fairness, brand experience, and accessibility are affects on repurchase intention by 44,7%, while remaining 59,3% is affected by other variables that not examined in this study. The most dominant influence variable in this study is brand experience..

Examining the Factors that Influence Consumer Willingness to Pay of Bubble Tea among Generation Z in Bandung, Indonesia

“…Location accessibility measures the comfort and ease in achieving a location and its relationship with each other, easy or difficult. The location is achieved through transportation (Hakim et al, 2020). Location selection is one of the most critical factors in the success of long-term strategic decisions in the restaurant industry.…”

“…Gastronomic tourism is one main factor influencing a person to visit a specific destination (Octaviany & Ervina, 2017). According to the Ministry of Industry, Indonesia's food and beverage industry increased in the first quarter of 2018 by 12.70% and by 8.41% increase in beverage industry (Hakim et al, 2020). The F & B industry also plays an essential role in exporting products by USD 456.6 million and absorbing a workforce of more than 4 million people.…”

“…Bubble tea is quite popular among Indonesians because this product is easy to find in any city. The positive response of the people in Indonesia to bubble tea led to the emergence of many new brands of the same type and made the bubble tea competition even tougher (Hakim et al, 2020). Bubble tea is a cold tea-based beverage from Taiwan, usually infused with flavorings and milk.…”