The Influence of Brand Image and Marketing Mix on Repurchase Intention Towards Sinloy Coffee in Yunnan

Abstract

This research aims to examine 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 had purchased Sinloy coffee. Descriptive statistics, including Frequency, Percentage, Mean, and Standard Deviation, were used to analyze the data, along with inferential statistics such as the independent-samples t-test, One-way ANOVA, LSD, and multiple linear regression, at a statistical significance level of 0.05. The results indicated that the majority of respondents were male, aged 60 or older, and had a bachelor’s degree. Their income was concentrated between ¥3,000 and ¥6,000. The first hypothesis testing showed that Demographic factors (Gender, Age, Educational Level, and 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 showed that the marketing mix, including product, price, place, promotion, people, and physical evidence, significantly influences repurchase intention.