The Influence of Price, Promotion, Place And Product on The Interest In Buying Coffee Again (Study in the Setiabudi area, South Jakarta)
Keywords:
Price, Product, Promotion, Place, Repurchase IntentionAbstract
The purpose of this study is to examine and analyze the influence of price, promotion, product, and place on repurchase intention of Kopi Kenangan. This research employs a quantitative approach with a survey method as the data collection technique, and the data are analyzed using a correlational method to identify the relationships among variables. The population of this study consists of all consumers who purchased Kopi Kenangan at the Setia Budi branch in South Jakarta. A sample of 100 consumers was selected. Data were collected using a questionnaire. The data analysis technique applied is SEM-PLS using SmartPLS version 4. The findings indicate that price and promotion have a positive and significant effect on repurchase intention, while product and place do not have a significant effect on repurchase intention
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