The Effect of Product Quality and Price Perception on Repurchase Intention of ABC Chili Sauce Products in Bandung City

Abstract

The findings of this research, which seeks to explore the connection between price perception, product quality, and consumers’ intention to repurchase ABC chili sauce, indicate that both variables exert a positive and significant influence on repurchase intention, whether considered individually or together. Employing a quantitative and descriptive approach, the study gathered data from 120 respondents through questionnaires and analyzed the results using multiple linear regression with SPSS software. The analysis shows that product quality has a significant impact on repurchase intention with a p-value of 0.001, while price perception demonstrates a significance value of 0.000. These results suggest that consumers are more inclined to repurchase when the price is perceived as fair and the product quality is high. Such insights may assist businesses in enhancing their marketing strategies and fostering stronger customer loyalty.