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All Journal Jurnal Ilmiah Manajemen Kesatuan Research Horizon
Alfredo, Figo De
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Arts Humanities Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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The Effect of Weather, Price, Product Quality on Purchasing Decisions of Semarang Residents Alfredo, Figo De; martawijaya, Elang ilik
Jurnal Ilmiah Manajemen Kesatuan Vol. 12 No. 5 (2024): JIMKES Edisi September 2024
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

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Abstract

Repurchase intention is the most important target in marketing, especially for Semarang residents who have weather that tends to be hotter during the day. The habit of consuming cold drinks due to needs and weather effects also affects shopping behavior for Semarang residents. Iced tea itself is not foreign to Indonesian people. The purpose of this study is to determine the role of weather moderation in the influence of brand image, product quality and price on consumer attitudes and their impact on repurchase intention. This type of research is correlational with a quantitative approach. The sample used was 200. The data collected was processed using (PLS-SEM). Brand Image, Product Quality, Price affect Consumer Attitudes and Consumer Attitudes affect Repurchase Intentions. Weather has a moderating effect on the influence of Brand Image and Price on Consumer Attitudes. The need to improve brand image through providing customer ideas, creating digital marketing that is considered effective and conducive, with good quality marketing packaging in order to produce a better perception for the product and further researchers should expand the scope of research variables.
The Impact of Weather on Attitudes and Repurchase Intention for Iced Tea in Semarang Alfredo, Figo De; Martawijaya, Elang Ilik
Research Horizon Vol. 5 No. 6 (2025): Research Horizon - December 2025
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/rh.5.6.2025.902

Abstract

Repeat purchase intention is one of the most critical goals in marketing, especially among residents, where daytime temperatures tend to be relatively high. The habit of consuming cold beverages due to both necessity and the effects of weather also influences the shopping behavior. Iced tea is already a familiar product for the Indonesian population. The aim of this study is to examine the moderating role of weather on the effects of brand image, product quality, and price on consumer attitudes, as well as its impact on repeat purchase intention. This research employs a correlational design with a quantitative approach. A total of 120 respondents were sampled, and the collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that brand image, product quality, and price significantly affect consumer attitudes, which in turn influence repeat purchase intention. Furthermore, weather has a moderating effect on the influence of brand image and price on consumer attitudes. This study recommended that companies enhance brand image by incorporating customer ideas, implementing effective and conducive digital marketing strategies, and employing high-quality marketing packaging to generate a better perception of the product.
Co-Authors martawijaya, Elang ilik