The Influence Of Brand Awareness And Perceived Quality On Repurchase Intention In Culinary MSMEs PENGARUH BRAND AWARENESS DAN PERSEPSI KUALITAS TERHADAP REPURCHASE INTENTION PADA UMKM KULINER SEPAGI BAKERY Section Articles

Abstract

Abstract. This study aims to examine the determinants of Repurchase Intention in the culinary MSME sector, specifically focusing on Brand Awareness and Perceived Quality at Sepagi Bakery, Bandung. In a highly saturated and competitive market, maintaining business stability relies heavily on customer loyalty. Using a quantitative approach with a causal associative design, this research involved 100 respondents selected through incidental sampling techniques. The primary data collected via questionnaires were analyzed using Multiple Linear Regression. The empirical findings reveal that Repurchase Intention is significantly driven by both Brand Awareness and Perceived Quality, whether tested partially or simultaneously. Notably, the combination of these two variables accounts for 50.9% of the variance in consumer repurchase decisions. Consequently, it is recommended that MSME owners prioritize digital branding integration and ensure rigorous product quality consistency to foster sustainable business growth.

Abstrak. Studi ini bertujuan untuk menelaah determinan Repurchase Intention pada sektor UMKM kuliner, dengan fokus spesifik pada variabel Brand Awareness dan Persepsi Kualitas di Sepagi Bakery, Bandung. Di tengah kondisi pasar yang sangat jenuh dan kompetitif, stabilitas bisnis sangat bergantung pada loyalitas konsumen. Menggunakan pendekatan kuantitatif dengan desain asosiatif kausal, penelitian ini melibatkan 100 responden yang dipilih melalui teknik incidental sampling. Data primer yang dihimpun melalui kuesioner dianalisis menggunakan Regresi Linear Berganda. Temuan empiris menyingkap bahwa Repurchase Intention didorong secara signifikan oleh Brand Awareness dan Persepsi Kualitas, baik saat diuji secara parsial maupun simultan. Secara khusus, kombinasi kedua variabel ini mampu menjelaskan 50,9% varians dalam keputusan pembelian ulang konsumen. Konsekuensinya, disarankan agar pelaku UMKM memprioritaskan integrasi branding digital serta menjamin konsistensi mutu produk yang ketat demi memupuk pertumbuhan bisnis yang berkelanjutan.