<![CDATA[ABSTRAKPelanggan akan menemukan berbagai macam minuman dengan beragam pilihan karena banyak merek dan rasa minuman kemasan yang terus berkembang dan bersaing untuk menguasai pasar. Akibatnya, konsumen menjadi semakin teliti dan selektif dalam memilih minuman teh kemasan yang sesuai dengan selera mereka. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk dan persepsi harga terhadap niat beli ulang yang dimediasi oleh kepuasan pelanggan. Produk Teh Gelas mengalami penurunan Top Brand Index. Menurut Top Brand Index TBI diketahui bahwa Teh Gelas menempati posisi ketiga (top three). Penelitian ini melibatkan sampel dan populasi dengan usia minimal 17 tahun ke atas dan pernah mengkonsumsi Teh Gelas. Jumlah dari sampel penelitian ini ditetapkan sebanyak 121 responden, mengumpulkan sampel dengan purposive sampling yang termasuk dalam kategori non-probability sampling. Analisis data menggunakan SPSS 26. Hasil penelitian mendapati bahwa kualitas produk berpengaruh signifikan terhadap kepuasan pelanggan, persepsi harga tidak berpengaruh signifikan terhadap kepuasan pelanggan, kualitas produk berpengaruh signifikan terhadap niat beli ulang, persepsi harga berpengaruh signifikan terhadap niat beli ulang, kepuasan pelanggan berperan memediasi pengaruh kualitas produk terhadap niat beli ulang, dan, kepuasan pelanggan tidak berperan memediasi persepsi harga terhadap niat beli ulang.Kata kunci: Kualitas produk, Persepsi Harga, Kepuasan Pelanggan, Niat Beli UlangABSTRACTCustomers will find a wide range of beverages with a variety of choices as many brands and flavours of packaged beverages continue to develop and compete for market share. As a result, consumers are becoming increasingly meticulous and selective in choosing packaged tea drinks that suit their tastes. This study aims to determine the influence of product quality and price perception on repurchase intention, mediated by customer satisfaction. Teh Gelas product has experienced a decrease in the Top Brand Index. According to the Top Brand Index (TBI), it is known that Teh Gelas occupies the third position (top three). This study involved samples and populations aged 17 years and above who have consumed Teh Gelas. The number of samples in this study was set at 121 respondents, collected through purposive sampling, which falls under the category of non-probability sampling. Data analysis was conducted using SPSS 26. The research findings indicate that product quality significantly influences customer satisfaction, while price perception does not significantly affect customer satisfaction. Product quality significantly influences repurchase intention, and price perception significantly influences repurchase intention. Customer satisfaction plays a mediating role in the influence of product quality on repurchase intention, while customer satisfaction does not mediate the influence of price perception on repurchase intention.Keywords: Product Quality, Price Perception, Customer Satisfaction, Repurchase Intention]]>
