The Influence of Price Perception and Product Quality on Repurchase Intention
DOI:
https://doi.org/10.54518/ebh.5.5.2026.1522Keywords:
Competitive Pricing, Price Perception, Product Quality, Repurchase IntentionAbstract
The decline in the Top Brand Index during the 2021–2025 period, which indicates a potential decrease in consumer preference and repurchase interest. The decline highlights the need to identify factors that may influence consumers’ decisions to repurchase the product, particularly price perception and product quality. The purpose of this study is to examine how price perception and product quality affect Sukabumi City consumers’ intentions to make additional purchases. The study used a quantitative methodology, gathering information from 150 customers chosen through purposive selection using questionnaires. To ascertain the separate and combined effects of price perception and product quality on repurchase intention, the gathered data were examined using multiple linear regression with the aid of SPSS. The findings show that repurchase intention is positively and significantly impacted by both price perception and product quality, both partially and simultaneously. These results suggest that consumers’ propensity to make repeat purchases might be boosted by positive price perceptions and consistently great product quality. Therefore, in order to increase repurchase intention and ensure long-term competitiveness, businesses need to maintain competitive pricing while consistently increasing product quality.
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