Pengaruh Perceived Value dan Brand Image terhadap Repurchase Intention Konsumen Generasi Z pada Kopi Janji Jiwa Cabang Sawangan Muchtar 2

Authors

  • Muhammad Syadam Universitas Bina Sarana Informatika
  • Ratih Setyo Rini Universitas Bina Sarana Informatika

DOI:

https://doi.org/10.61132/jpbi.v4i4.1706

Keywords:

Brand Image, Consumer Behavior, Generation Z, Perceived Value, Repurchase Intention

Abstract

Jio The increasingly competitive nature of the coffee shop industry in Indonesia compels companies to retain customers and encourage repeat purchases. This study aims to analyze the influence of Perceived Value and Brand Image on the Repurchase Intention of Generation Z consumers at Kopi Janji Jiwa (Sawangan Muchtar 2 Branch). A quantitative method was employed, involving the distribution of questionnaires to 100 respondents selected via purposive sampling. Data analysis was conducted using SPSS version 25, encompassing data quality tests, classical assumption tests, multiple linear regression analysis, the coefficient of determination (R²) test, the t-test, and the F-test. The results indicate that Perceived Value has a positive and significant partial effect on Repurchase Intention, with a significance value of 0.000 (< 0.05) and a calculated t-value of 7.207 (> 1.985). Brand Image also exerts a positive and significant effect on Repurchase Intention, with a significance value of 0.000 (< 0.05) and a calculated t-value of 4.911 (> 1.985). Simultaneously, Perceived Value and Brand Image have a positive and significant effect on Repurchase Intention, with a calculated F-value of 60.374 (> 3.09) and a significance value of 0.000 (< 0.05). These findings demonstrate that enhancing perceived value and maintaining a positive brand image can increase the intention of Generation Z consumers to make repeat purchases of Kopi Janji Jiwa products.

 

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Published

2026-10-05

How to Cite

Muhammad Syadam, & Ratih Setyo Rini. (2026). Pengaruh Perceived Value dan Brand Image terhadap Repurchase Intention Konsumen Generasi Z pada Kopi Janji Jiwa Cabang Sawangan Muchtar 2. Jurnal Pemimpin Bisnis Inovatif, 4(4), 01–13. https://doi.org/10.61132/jpbi.v4i4.1706

Issue

Vol. 4 No. 4 (2026): Oktober : Jurnal Pemimpin Bisnis Inovatif

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Articles

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