The Factors Influencing Repurchase Intention of Craft Beer Tuatara
Abstract:The existence of craft beer in Indonesia has not been widely known. However, the intention of consuming craft beer is relatively high as thesales of PT. Beervana has been increasing. The main objective of this research is to find out how the factors influence repurchase intention of craft beer. This study uses quantitative method to analyze the data that have been collectedfrom 200 respondents through a questionnaireusing multiple linear regression. The findings of this study indicate that product characteristics, perceived quality, country of origin, and conformity significantly influence consumer repurchase intention. However, packaging is found to not have significant influence towards consumer repurchase intention.
Keywords: packaging / craft beer / repurchase intention / influence repurchase / influence consumer / consumer repurchase
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