Fitrah, Ridwan (2023) Pengaruh Citra Merek Terhadap Niat Pembelian Ulang Konsumen (repurchase Intention) Pada Es Teh Indonesia (studi Kasus ES Teh Cabang Marpoyan Pekanbaru). Other thesis, Universitas Islam Riau.

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Abstract

THE EFFECT OF BRAND IMAGE ON CONSUMER REPURCHASE INTENTION IN INDONESIAN Iced TEA (CASE STUDY OF MARPOYAN ICE TEA, PEKANBARU) RIDWAN FITRAH NIM. 165210217 The purpose of this research is to find out and analyze the effect of brand image on consumer repurchase intention on Indonesian iced tea (Case Study of Es The Marpoyan Pekanbaru Branch). The population in this study were all consumers who had bought Marpoyan Indonesian Iced Tea. The sampling technique used Purposive Sampling using Lemeshow theory with a total of 100 people. Data collection techniques in this study used questionnaires, documentation and observation. Data analysis techniques in this study used descriptive analysis and SPSS 26. The results of this study indicate that brand image has a significant effect on consumer repurchase intention (repurchase intention) on Indonesian Es Tea (Case Study of Es The Marpoyan Pekanbaru Branch). The value of R square in this study is 81.2% influencing repurchase intention in Indonesian iced tea.

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