<![CDATA[Purpose – The objective of this quantitative explanatory research is to identify the effects of sales promotion and brand image on the repurchase decision of Standard Beef products in Malang City. Design/methodology/approach – This study uses a purposive sampling technique, involving 88 respondents who have previously purchased Standard Beef products. Data were collected through questionnaires and analyzed using multiple linear regression with SPSS version 23. Findings – The results show that sales promotion has a significant partial effect on repurchase decision. Brand image also has a significant partial effect on repurchase decision. Furthermore, sales promotion and brand image simultaneously have a significant effect on repurchase decision of Standard Beef products. Originality/value – This study contributes to the literature on consumer repurchase behavior in the culinary sector by integrating sales promotion and brand image as key determinants of repurchase decision in a local business context.]]>
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