Jurnal Inovasi Bisnis (Inovbiz)
Vol 11, No 1 (2023)

THE EFFECT OF PRODUCT ATTRIBUTES ON REPURCHASE INTENTION THROUGH UTILITARIAN VALUE IN READY TO DRINK COFFEE BEVERAGES IN SURABAYA

Monica Adjeng Erwita (Widya Mandala Catholic University)

Article Info

Publish Date
30 Jun 2023

Abstract

This study aims to determine the effect of content sensory attribute beliefs, packaging and branding attribute beliefs, content functional attribute beliefs on utilitarian value through repurchase intention on RTD coffee products in Surabaya.The sampling technique used nonprobability sampling with the quota sampling method. The sample taken was 130 respondents who were consumers of RTD products. While the tool used to retrieve and collect data is an online questionnaire via google form. The data analysis technique uses a Structural Equation Model (SEM) using SmartPLS 4.0 softwareThe results of this study indicate that the effect of ready to drink coffee product attributes on repurchase intention through utilitarian value has a significant positive effect.

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Journal Info
Jurnal Inovasi Bisnis (Inovbiz)
Website

Abbrev

IBP

Publisher

Politeknik Negeri Bengkalis

Subject

Economics, Econometrics & Finance

Description

Jurnal Inovasi Bisnis (Inovbiz) focuses on how we gain knowledge through innovation and how knowledge encourages the innovation both in economics and business. It is provided for writer, researcher, professor, and practitioner who want to publish their research reports or articles, theoritical or ...