PENGARUH COUNTRY OF ORIGIN, FOREIGN BRANDING, CITRA MEREK DAN KUALITAS PRODUK TERHADAP MINAT BELI ULANG PADA PRODUK HOKA HOKA BENTO
DOI:
https://doi.org/10.59689/rp.v1i2.72Keywords:
Country of Origin, Foreign Branding, Brand Image and Product Quality, Repurchase InterestAbstract
This study aims to determine the effect of Country of Origin,
Foreign Branding, Brand Image and Product Quality on
Repurchase Interest of Hoka Hoka Bento Products. This
research is a causal research with quantitative method
approach and using multiple linear regression analysis. The
population in this study is people who know that Hoka Hoka
Bento products are Indonesian products and often buy Hoka
Hoka Bento products in Jakarta and Tangerang, aged 17 - > 30
years. The sample in this study used purposive sampling
technique. The data collection technique used is a
questionnaire distributed to 188 respondents. This study uses
primary data types with data collection carried out by
distributing questionnaires using a Likert scale 1-4 by
measuring 30 statements. The results of this study indicate
that the country of origin has a positive effect on repurchase
interest. Foreign Branding has no effect on Repurchase
Interest. Brand Image has a positive effect on Repurchase
Interest. Product quality has a positive effect on repurchase
intention. It is expected that the company can improve product
reliability in order to provide more benefits. In addition,
companies must maintain product cleanliness, so they believe
in the quality provided by the company in serving food and
beverages so that consumers are happy to make repeat
purchases.
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