Brand Image, Price, and Repurchase Intention of Powercat Cat Food Customers in Bandung City

Abstract

This study aims to analyze the brand image and price of customers' repurchase intention of Powercat cat food products in Bandung City. The population in this study consisted of customers who had shopped for Powercat cat food products who are ≥17 years old and domiciled in Bandung City. The sample size of this study is 90 respondents, selected using purposive sampling. This study exerts a quantitative approach using a five-point Likert of online questionnaires and was conducted in Bandung City in November 2023. This study utilizes analytical techniques like validity and reliability assessments for instruments, tests for classical assumptions, and hypothesis testing by multiple linear regression. This study is backed by the Statistical Program for Social Science (SPSS) version 25. All hypotheses regarding this study’s variable relationship that leads to repurchase intention are supported. Hence, the customer repurchase intention of Powercat cat food products has two main triggering factors: brand image and customer perception of price. Furthermore, the results show that brand image has the biggest impact on forming customer repurchase intention. The results of this study provide a practical implication for Powercat to focus on developing strategies that can increase customer perceptions of brand image, and price to increase repurchase intention among Powercat customers.