THE INFLUENCE OF BRAND IMAGE AND MARKETING MIX ON REPURCHASE INTENTION TOWARDS SINLOY COFFEE IN YUNNAN
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Abstract
This research examines the influence of brand image and marketing mix on repurchase intention towards Sinloy Coffee in Yunnan. The researcher employed
a questionnaire as the primary research tool and collected data from 400 customers who bought Sinloy coffee. Descriptive statistics, including Frequency,
Percentage, Mean, and Standard Deviation, were used to analyze the data, along with inferential statistics such as Independent Samples t-test, One-way ANOVA, LSD, and Multiple Linear Regression at a statistical significance level of 0.05. The results indicated that most respondents were male, over 60, and had a bachelor's degree. Income is concentrated between ¥3,000 and ¥6,000. The first hypothesis testing showed that Demographic factors (Gender, Age, Educational Level, Income) significantly influence repurchase intention. The second hypothesis testing revealed that brand image, including product, corporate, and user images, significantly influences repurchase intention. The third hypothesis testing revealed that the marketing mix, including product, price, place, promotion, people, and physical evidence, significantly influences repurchase intention.