Pengaruh Persepsi Harga dan Loyalitas Merek terhadap Minat Beli Ulang Konsumen Produk Sepatu Ventela Depok

Abstract

Increasingly intense competition in the footwear industry compels companies to understand the factors influencing consumer repurchase intention. As a local brand, Ventela faces challenges in customer retention, necessitating an understanding of how price perception and brand loyalty affect repurchase intention. This study aims to analyze the impact of price perception and brand loyalty on the repurchase intention of Ventela shoe consumers in the Depok area. A quantitative research method was employed using a non-probability sampling technique—specifically, purposive sampling. The sample consisted of 96 respondents who were Ventela consumers and had previously made a repeat purchase. Data were collected via questionnaires and analyzed using SPSS software (version 23). The results indicate that, individually, price perception does not have a significant effect on repurchase intention, whereas brand loyalty has a positive and significant effect. Simultaneously, price perception and brand loyalty exert a positive and significant influence on repurchase intention. The coefficient of determination (R²) of 0.842 indicates that these two variables explain 84.2% of the variation in repurchase intention, while the remaining 15.8% is influenced by factors outside the scope of this study. Brand loyalty emerged as the most dominant variable in driving repurchase intention among Ventela shoe consumers in Depok