Pengaruh Brand image dan Kepuasan Konsumen terhadap Repeat purchase Sirup Marjan di Kecamatan Cengkareng Jakarta Barat

The Influence of Brand Image and Consumer Satisfaction on Repeat purchase of Marjan Syrup in Cengkareng District West Jakarta

Abstract

Among the various syrup brands in the market, Marjan Syrup is the most memorable to Indonesian consumers, especially during Ramadan, owing to its consistent brand identity built through iconic advertisements aired since 1994. This study analyzes the effect of Brand image and Consumer Satisfaction on Repeat purchase of Marjan Syrup in Cengkareng District, West Jakarta, both partially and simultaneously. A quantitative method with purposive sampling was applied to 97 respondents, analyzed using multiple linear regression. The t-test results show Brand image has a significant effect on Repeat purchase (t=2.611; Sig.=0.011), as does Consumer Satisfaction (t=3.534; Sig.=0.001). The F-test indicates a significant simultaneous effect (F=37.736; Sig.=0.000). An Adjusted R Square of 0.434 indicates both variables explain 43.4% of the variation in Repeat purchase. These findings show that Brand image and Consumer Satisfaction play an important role in driving repeat purchases of Marjan Syrup.