Pengaruh Brand Image dan Service Quality terhadap Repurchase Intention pada Richeese Factory Paskal23 Bandung

ABSTRACT. This research was conducted with the aim to determine and analyze brand image, service quality, repurchase intention and the effect of brand image and service quality on repurchase intention of consumers offline Richeese Factory Paskal 23 Bandung. The research are a used survey methods. The population in this study were consumers offline of Richeese Factoy Paskal 23 Bandung. The total population are 1.500.000 people, and a sample of 204 consumers are the population. This study used data collection methods in the form of questionnaires and documentation study. In this research, data analysis methods that were used are analysis multiple linear regression. The result of this study show that brand image are included in the good classification, service quality are included in the very good classification, and repurchase intention are classified as good. Based on this research, there is an significant effect partially and simultaneously of brand image and service quality on repurchase intention of consumers offline Richeese Factory Paskal23 Bandung.   ABSTRAK. Penelitian ini dilakukan dengan tujuan untuk mengetahui dan menganalisis brand image, service quality, repurchase intention dan pengaruh brand image dan service quality terhadap repurchase intention pada konsumen offline Richeese offline Factory Paskal 23 Bandung. Penelitian ini menggunakan metode penelitian survei. Populasi dalam penelitian ini adalah konsumen offline Richeese Factory Paskal 23 Bandung. Jumlah populasi 1.500.000 orang, dan sampel 204 konsumen diambil dari keseluruhan populasi. Penelitian ini menggunakan metode pengumpulan data berupa kuesioner dan studi dokumentasi. Metode analisis data yang digunakan adalah analisis regresi linier berganda. Hasil analisis menyatakan bahwa brand image termasuk dalam klasifikasi baik, service quality termasuk klasifikasi sangat baik, serta repurchase intention termasuk klasifikasi baik. Berdasarkan penelitian ini, terdapat pengaruh signifikan secara simultan dan parsial brand image dan service quality terhadap repurchase intention pada konsumen Richeese Factory Paskal 23 Bandung.