PENGARUH KUALITAS PRODUK, BRAND IMAGE DAN BRAND LOYALTY TERHADAP PEMBELIAN ULANG BUMBU RACIK INDOFOOD DI PASAR TUMENGGUNGAN KEBUMEN

This study aims to examine and analyze how the influence of product quality, brand image and brand loyalty on the repurchase bumbu racik Indofood in Tumenggungan Market, Kebumen. The population in this study was the Tumenggungan Kebumen market with market visitors as the subject and the sampling collection technique used using the sampling technique using Simple Rondom Sampling (simple), ie taking random samples from the population regardless of the strata in the population. The number of samples in this study were 100 respondents. Data collection techniques by distributing questionnaires. The analysis used is validity test, rebility test, classic assumption test, multiple linear regression analysis and coefficient of determination. The data processing tool used is SPSS for Windows version 21.0. The results of this study indicate that: (1) Product quality partially has a positive and significant effect on product repurchases. (2) Brand Image partially has a positive and significant effect on product Repurchase. (3) Brand Loyalty partially has a positive and significant effect on product Repurchase. (4) Product Quality, Brand Image and Brand Loyalty together (simultaneous) have a positive and significant effect on product Repurchase.