The Influence of Service Quality, Product Quality, And Price on Repurchase Intention Among Kopi Tuku Consumers in South Jakarta
DOI:
https://doi.org/10.59890/ijsas.v4i8.46Keywords:
Quality, Product Quality, Price, Repurchase Intention, Kopi TukuAbstract
This study aims to examine the influence of service quality, product quality, and price on repurchase intention among Kopi Tuku consumers in South Jakarta. The rapid growth of the local coffee industry in Indonesia has intensified competition among coffee shops, making it crucial for brands to understand the factors driving consumer repurchase behavior. This research adopted a quantitative causal design using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach with SmartPLS version 4.0. Data were collected through online questionnaires distributed to 190 respondents selected using purposive sampling, with criteria including consumers aged 19 to 29 years who had repurchased Kopi Tuku products at least twice and resided in South Jakarta. The findings reveal that product quality and price have positive and significant effects on repurchase intention, while service quality does not exert a significant influence. Price emerged as the strongest predictor, followed by product quality. These results suggest that consumers in the affordable coffee segment prioritize value-for-money and product excellence over service dimensions. The study contributes theoretically by extending consumer behavior frameworks to the Indonesian local coffee context and provides practical implications for local coffee entrepreneurs seeking to enhance customer retention through targeted pricing and product quality strategies.
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