<![CDATA[Jio The increasingly competitive nature of the coffee shop industry in Indonesia compels companies to retain customers and encourage repeat purchases. This study aims to analyze the influence of Perceived Value and Brand Image on the Repurchase Intention of Generation Z consumers at Kopi Janji Jiwa (Sawangan Muchtar 2 Branch). A quantitative method was employed, involving the distribution of questionnaires to 100 respondents selected via purposive sampling. Data analysis was conducted using SPSS version 25, encompassing data quality tests, classical assumption tests, multiple linear regression analysis, the coefficient of determination (R²) test, the t-test, and the F-test. The results indicate that Perceived Value has a positive and significant partial effect on Repurchase Intention, with a significance value of 0.000 (< 0.05) and a calculated t-value of 7.207 (> 1.985). Brand Image also exerts a positive and significant effect on Repurchase Intention, with a significance value of 0.000 (< 0.05) and a calculated t-value of 4.911 (> 1.985). Simultaneously, Perceived Value and Brand Image have a positive and significant effect on Repurchase Intention, with a calculated F-value of 60.374 (> 3.09) and a significance value of 0.000 (< 0.05). These findings demonstrate that enhancing perceived value and maintaining a positive brand image can increase the intention of Generation Z consumers to make repeat purchases of Kopi Janji Jiwa products.]]>
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