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The Effect of Brand Personality, Service Quality, and Price Perception on Repurchase Intention

2022-11-30
Published
72-83
Pages
OPEN
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AH
Agung Hudaya
Universitas Mercu Buana, Jakarta, Indonesia
Abstract

Purpose: This study analyzes the influence of brand personality, service quality, and price perception on repurchase intention in barbershops in South Tangerang, focusing on how these factors contribute to customer loyalty.

Research Methodology: Using a quantitative approach, the study surveyed 100 respondents via Google Forms. The research model includes brand personality, service quality, and price perception as independent variables, with repurchase intention as the dependent variable. Data analysis was performed using structural equation modeling (SEM).

Results: The study found that all three factors—brand personality, service quality, and price perception—positively impact repurchase intention. The path coefficient for brand personality to repurchase intention was 0.231, service quality to repurchase intention was 0.195, and price perception to repurchase intention was 0.427. The model showed a good fit, with composite reliability above 0.7, indicating reliable results.

Conclusions: The study concludes that barbershops can boost repurchase intention by improving brand personality, service quality, and price perception. Strong brand identity, high-quality service, and fair pricing foster customer loyalty and repeat visits.

Limitations: This study is limited to barbershops in South Tangerang with a sample of 100 respondents, limiting generalizability to other regions or industries.

Contributions: The research enhances the understanding of repurchase intention in service industries, particularly in barbershops, emphasizing the importance of brand personality, service quality, and pricing strategies in customer loyalty.

Brand Personality Perceveid Price Quality Repurchase Intention
How to Cite
Hudaya, A. . (2022). The Effect of Brand Personality, Service Quality, and Price Perception on Repurchase Intention. Jurnal Bisnis, Ekonomi, Manajemen, Dan Kewirausahaan , 2(2), 72-83. https://doi.org/10.52909/jbemk.v2i2.111
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How to Cite

Hudaya, A. . (2022). The Effect of Brand Personality, Service Quality, and Price Perception on Repurchase Intention. Jurnal Bisnis, Ekonomi, Manajemen, Dan Kewirausahaan , 2(2), 72-83. https://doi.org/10.52909/jbemk.v2i2.111
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Vol. 2 No. 2 (2022): November
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