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All Journal Jurnal Intelektualita: Keislaman, Sosial, dan Sains Journal of Economic, Bussines and Accounting (COSTING) J-MAS (Jurnal Manajemen dan Sains) Jurnal Administrasi dan Manajemen Dinasti International Journal of Management Science Jurnal Ilmiah Edunomika (JIE) Ilomata International Journal of Management Management Studies and Entrepreneurship Journal (MSEJ) Journal of Management and Bussines (JOMB) International Journal Of Science, Technology & Management (IJSTM) Ilomata International Journal of Management International Journal of Marketing and Human Resource Research International Journal of Community Service Jurnal Abdimas Kartika Wijayakusuma Journal of Social Research Jurnal Inovasi Masyarakat Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Ekonomics, Finance, and Management Studies International Journal of Economics and Management Research
Hariyadi Triwahyu Putra
Universitas Jenderal Achmad Yani
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Journal : International Journal of Economics and Management Research

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The Effect of Price, Promotion, and Brand Image on Mixue Repurchase Interest in Garut Regency Rizki Firdaus; Hariyadi Triwahyu Putra
International Journal of Economics and Management Research Vol. 4 No. 3 (2025): December : International Journal of Economics and Management Research
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v4i3.583

Abstract

The purpose of this study is to examine the effect of price, promotion, and brand image on consumers’ repurchase intention of Mixue products in Garut Regency. This research employs a quantitative approach using primary data collected through a structured questionnaire distributed to 120 respondents who have purchased Mixue products. Respondents were selected using a convenience sampling method to ensure accessibility and relevance. The research instrument was tested for validity and reliability, and both were confirmed to meet statistical standards. Data analysis was conducted using SPSS Statistics version 27, applying multiple linear regression to test the hypotheses. The results indicate that price, promotion, and brand image each have a positive and significant impact on repurchase intention. These findings suggest that competitive pricing, effective promotional strategies, and a strong brand image are key determinants in fostering consumer loyalty and encouraging repeat purchases. Furthermore, this study highlights the importance for Mixue’s management to continuously evaluate and improve these factors in order to enhance consumer retention and sustain long-term business growth. The study provides practical implications for marketing strategy formulation in highly competitive markets, especially within the food and beverage industry. Additionally, future researchers are encouraged to include other variables such as product quality, customer satisfaction, and consumer trust to obtain a more comprehensive understanding of factors influencing repurchase intentions.
Co-Authors Aldy Wijaya Alif Fajar Suhendar Andreas Tri Hermawan Sinulingga Anggraeni, Devita Dwi Azhari, Anisa Listia Azzam Muhammad Rizki Desi Riyanti Desmiza, Desmiza Dita Anggraeni Ernawadi, Yadi Esi Fitriani Komara Ghea Revina Wigantini Hanauli Junias Br. Sitorus Islami, Qhaerani Nurul Khairunnisa, Nur Fakhirah Mahendra, Serina Hesti Maulana Adam Pratama Milah, Irvan Saeful Muhamad Michael Atmaka Mulyawati, Ropita Ni Komang Prastiti Dewi Rahardianto Rahardianto Rio Sahrul Herdiansyah Rizki Firdaus Rosmini Ramli Sani Kautsar Ibadurrahman Sidiq, Muhamad Fazri Sumiyati, Euis Eti Surya Pratama Nugraha Syabania, Genya Hergina Syaira Nur Hafifah Yadi Yadi, Yadi Ernawadi Yulianti Situmorang, Shyfa Diana Zain, Nabilla Fawwaz