The Influence of Price Perception, Advertising, and Product Quality on Repurchase Intention of Super Bihun Products in Bandung City

Instant food and beverages, as a technological innovation in food processing, provide ready-to-consume products that address the fundamental human need for sustenance. The purpose of this study was to examine the influence of price perception, advertising, and product quality on the repurchase intention of Super Bihun products in Bandung City. All indicators in this research instrument passed the validity and reliability tests, as well as descriptive analysis, the classical assumption test, the multiple regression test, and the F-test. The instrument was used as a data collection tool for respondents, namely customers aged 17 years or older who had purchased Super Bihun products at least once in the last month in Bandung City, which served as the research object. The sample of this study consisted of 120 participants. The results showed that price perception has a positive and significant effect on repurchase intention, advertising has a positive and significant effect on repurchase intention, and product quality has a positive and significant effect on repurchase intention when considered individually. Moreover, price perception, advertising, and product quality simultaneously have a positive and significant effect on repurchase intention