<![CDATA[The growing societal shift toward wellness trends has driven alterations in dietary habits, particularly the rising demand for wholesome instant noodle alternatives like Lemonilo. Nonetheless, identifying the elements that affect consumer loyalty and repeat purchases is critical within this fiercely contested sector. Consequently, this investigation intends to evaluate how product excellence and cost awareness impact buyers' intent to repurchase Lemonilo instant noodles in Surabaya. This research utilized a quantitative framework featuring an explanatory approach. Information was gathered via surveys administered to 110 selected participants through purposive sampling, targeting individuals aged 17 and above residing in Surabaya who had previously bought Lemonilo items. The col1ected data underwent ana1ysis uti1izing the Partia1 Least Squares Structura1 Equation Mode1ing (PLS-SEM) approach, executed via SmartPLS. The outcomes demonstrate that product excellence exerts a favorable and meaningful impact on the willingness to repurchase. Similarly, cost awareness also significantly and positively affects repeat purchase intentions. Additionally, cost awareness emerged as a more critical determinant compared to product excellence. These insights indicate that sustaining competitive pricing models and elevating product excellence are vital to boosting buyer commitment toward Lemonilo instant noodles in Surabaya.]]>
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