PERSEPSI HARGA, KUALITAS PRODUK DAN CITRA MEREK TERHADAP REPURCHASE INTENTION DI SIDOARJO (Studi Pada Konsumen Produk Scarlett Whitening di Masa Pandemi)

Abstract

This research aimed to analyze and find out the effect of price perception, product quality, and brand
image on consumers’ repurchase intention in Sidoarjo (A Case Study of Consumers of Scarlet
Whitening product during pandemic of Covid 19. The research was quantitative research. Moreover,
the data collection technique used purposive sampling technique, in which the sample was based on
criteria given. In line with that, there were 105 samples of respondents. Furthermore, the data analysis
technique used multiple linear analysis with SPSS (Statistical Product and Service Solution) 27.
The research result concluded that price perception had a positive and significant effect on
consumers’ repurchase intention of Scarlet Whitening products during the Covid 19. On the other
hand, product quality did not affect or had an insignificant effect on consumers’ repurchase intention of
Scarlet Whitening products during the Covid 19. In contrast, brand image had a positive and
significant effect on consumers’ repurchase intention of Scarlet Whitening products during the Covid
19.