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All Journal Electronic Journal of Education, Social Economics and Technology
Rendi Rendi
Universitas Muhammadiyah Pontianak, Pontianak, 78124
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The Influence of Price and Service Quality on Repurchase Intention at Ara Coffee in Pontianak City Rendi Rendi; Ananda Archie
Electronic Journal of Education, Social Economics and Technology Vol 6, No 2 (2025)
Publisher : SAINTIS Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33122/ejeset.v6i2.1171

Abstract

This study aims to analyze the influence of price and service quality on consumer repurchase intention at Ara Coffee, Pontianak. A quantitative approach using multiple linear regression was employed to analyze data obtained from 150 respondents selected through purposive sampling. Data were collected via questionnaires distributed to Ara Coffee customers. The results show that price and service quality have a positive and significant influence on repurchase intention, with a coefficient of determination (R²) of 47.9%, indicating that these two variables explain nearly half of the variation in repurchase intention. These findings suggest that affordable pricing and responsive, consistent service quality play a crucial role in increasing customer loyalty. This research contributes to the development of consumer behavior and service management theory and provides practical insights for Ara Coffee in formulating more effective pricing and service strategies to enhance customer satisfaction and loyalty.
Co-Authors Ananda Archie