When price perception outweighs product quality: repurchase intention toward a local outdoor brand

Abstract

Purpose: to examine the effects of product quality and perceived price on consumers’ repurchase intention toward Consina products.

Method: this study employed a quantitative explanatory approach using a cross-sectional survey. Data were collected from 100 Consina consumers in Jombang Regency, Indonesia, selected through purposive sampling. The data were analyzed using multiple linear regression with SPSS to examine the effects of product quality and perceived price on repurchase intention.

Findings: perceived price has a positive and significant effect on consumers’ repurchase intention, while product quality does not have a significant direct effect. The results suggest that consumers’ repurchase decisions are influenced more by their perceptions of price fairness and value than by product quality alone.

Implications: Consina should prioritize strategies that enhance perceived value through fair pricing and effective value communication, while continuously maintaining product quality to support long-term customer retention.

Originality: lies in its examination of product quality and perceived price simultaneously as direct predictors of repurchase intention among Consina consumers, providing new insights into customer retention in the local outdoor equipment industry.