The Effect of Brand Image, Product Prices, and Product Quality on Repurchases of Kopi Petani Nusantara (Case Study on Kopi Petani Nusantara Consumers in Jakarta)

Abstract

The high interest in coffee consumption in Indonesia is not only a coffee-producing country, as quite a lot of consumers. Indonesia was ranked 4th as the world's largest coffee producer in 2016 after Brazil, Vietnam, and Colombia. Of the many types of coffee, in general, there are two types of coffee marketed in Indonesia, namely Arabica coffee and Robusta coffee. This research was conducted using quantitative methods with a population and sample of 112 respondents. The data analysis method used is binomial logistic regression analysis. The results showed that the quality of brand image, product price, and product quality are factors that determine repurchase decisions on Kopi Petani Nusantara in the archipelago, which shows 57.1% to be the determining factor while the rest is determined by other factors. This happens because of the better brand image of a product, so buyers will make repeat purchases to meet their needs, both in terms of Recognition, Reputation, Affinity, and Domain.