1713 American Journal of Economic and Management Business e-ISSN: 2835-5199 Vol. 4 No. 10 October 20255 The Effect of Product Quality and Price Perception on Repurchase Intention of ABC Chili Sauce Products in Bandung City Yunita Dewi Andriani, Edi Nurtjahjadi Universitas Jenderal Achmad Yani, Indonesia Email: yunitadewi_21p027@mn.unjani.ac.id, edinurtjahjadi@mn.unjani.ac.id Abstract This study investigates the influence of product quality and price perception on consumers’ intention to repurchase ABC chili sauce in Bandung. The research aims to determine how these factors individually and jointly affect repurchase behavior and to provide insights for improving marketing strategies and customer loyalty. A quantitative, descriptive approach was employed, with primary data collected from 120 respondents through structured questionnaires. Data were analyzed using multiple linear regression with SPSS software to test the hypotheses. The results indicate that product quality has a significant positive effect on repurchase intention (p = 0.001), while price perception also significantly influences repurchase intention (p = 0.000). When considered simultaneously, both factors exert a combined positive impact, confirming that consumers are more likely to repurchase products that consistently meet quality expectations and are reasonably priced. These findings reinforce consumer behavior theory, highlighting the importance of perceived value and satisfaction in shaping loyalty. Practically, the study suggests that maintaining consistent product quality, optimizing pricing strategies, and implementing loyalty-enhancing initiatives such as promotions or rewards can strengthen repurchase intention and market competitiveness. Future research could expand the scope by including additional variables, such as customer satisfaction, trust, brand image, or promotional strategies, and by exploring other product categories or geographic areas to increase generalizability. Keywords: Product Quality, Price Perception, Repurchase Intention, ABC Chili Sauce INTRODUCTION The food and beverage sector in Indonesia continues to experience rapid growth in line with the increasingly modern and dynamic lifestyles of its people (Fitriani & Hidayat, 2021; Nugroho & Sudarso, 2020). Sauces, as an important complement to cuisine, play a key role in enhancing the flavor of food (Putra & Yuliana, 2022). According to Harsana et al. (2019), one brand with a long history and strong reputation in Indonesia is ABC Sambal Sauce (Prabowo & Santoso, 2021). ABC Sambal Sauce has become an essential part of many households and is widely used by culinary businesses, thanks to its quality and consistent taste (Wulandari et al., 2023). These advantages make ABC Sambal Sauce one of the leading players in the domestic sauce market (Ramadhan & Kusuma, 2020; Fitriani & Hidayat, 2021). In 2024, ABC Sambal Sauce faced a new challenge in the form of a decline in its ranking in the Top Brand Award (2024). This decrease has raised concerns regarding the factors that affect consumers’ intention to repurchase the product, particularly in the face of intensifying market competition (Chatzoglou et al., 2022; Wantara & Suryanto, 2023; Xue et al., 2021; Zhou et al., 2023). With many new brands offering innovation and implementing aggressive marketing strategies, analyzing product quality and price perception is crucial for understanding the market position of ABC Sambal Sauce (Yunanta & Suwitho, 2024). The following is data mailto:yunitadewi_21p027@mn.unjani.ac.id mailto:edinurtjahjadi@mn.unjani.ac.id The Effect of Product Quality and Price Perception on Repurchase Intention of ABC Chili Sauce Products in Bandung City 1714 regarding the decline in the Top Brand Award ranking for ABC Sambal Sauce products: Table 1. Top Brand Index for ABC Chili Sauce 2024 Brand Top Brand Award Year 2022 Year 2023 Year 2024 Index Ranking Index Ranking Index Ranking ABC 57,30 % 1 53,20 % 1 49,30 % 1 Delmonte 5,00 % 4 7,30 % 4 4,60 % 4 Dua belibis 10,90 % 3 15,00 % 3 14,00 % 3 Indofood 13,90 % 2 17,10 % 2 21,20 % 2 Sasa 4,40 % 5 2,70 % 5 2,50 % 5 Source: Best Brand Award, 2024 From 2022 to 2024, there was an 8% decline in the index value of ABC Sambal Sauce products. According to a report by Global Market Insights released in February 2025, the global hot sauce market reached a value of USD 4.1 billion in 2024 and is expected to continue growing to reach USD 10.9 billion by 2034. This growth represents a compound annual growth rate (CAGR) of 10.2%. The increase is driven by growing consumer interest in organic and natural ingredients, innovative and bold new flavors, and the global trend of spicy foods across various cultures. The report also notes that products in the “table hot sauce” category dominated the market in 2023, reflecting the high level of daily consumption worldwide (Global Market Insights, 2025). Additionally, the Top Brand Award Phase 1 survey for 2024 ranked ABC as the favorite chili sauce brand in Indonesia, with 49.3% of respondents choosing it. The survey involved over 12,000 respondents and was conducted in 15 major cities across Indonesia. Measurements in the Top Brand Index are based on three main parameters: repurchase intention, price perception, and product quality (Kumar et al., 2025; Mahendrayanti & Wardana, 2021; Sharif et al., 2024). Humairoh et al. (2023) suggest that repurchase intention represents the willingness of consumers to buy the same product again in the future, particularly when their earlier purchase has provided satisfaction. At the same time, both product quality and how consumers perceive the price positively contribute to shaping this intention, according to Prakarsa (2020). Falah et al. (2024) argue that product quality significantly and positively influences consumers' repurchase intentions. Similarly, Agustin & Amron (2022) state that price perception also has a positive and significant influence on repurchase intention. However, differences are evident in the results of earlier studies. Kasman et al. (2023) found that product quality and price simultaneously do not have a positive influence on consumer repurchase intention. Likewise, Rosyadah et al. (2024) show that product quality does not positively influence repurchase intention, while Kasman et al. (2023) also note that price perception simultaneously does not have a positive and significant influence on consumer repurchase intention. Based on previous theory and research, the conceptual model for this study is as follows: H1: Product quality influences repurchase intention. H2: Price perception influences repurchase intention. H3: Product quality and price perception simultaneously influence repurchase intention. The Effect of Product Quality and Price Perception on Repurchase Intention of ABC Chili Sauce Products in Bandung City 1715 Figure 1. Explanation Based on the above explanation, this study aims to re-examine the relationship between these variables. However, what is new in this study is the novelty of the research object and locus. By focusing on this specific product and research locus, the study addresses gaps in previous research where results regarding the influence of product quality and price on repurchase intention were inconsistent (Kasman et al., 2023; Rosyadah et al., 2024). The benefits of this study include guiding companies in enhancing product quality, optimizing pricing strategies, and implementing loyalty programs to strengthen consumer repurchase behavior. RESEARCH METHOD This study employed a quantitative approach with a positivist paradigm to examine the influence of product quality and price perception on repurchase intention of ABC Sambal Sauce in Bandung. The research design included operationalizing variables, creating structured questionnaires, collecting data, and performing statistical analysis to test hypotheses (Sugiyono, 2022). The research population consisted of Bandung residents aged 17 years or older who had purchased ABC Sambal Sauce, while the sample comprised 120 respondents selected through purposive sampling based on criteria such as having purchased the product at least once in the past month. Respondents were considered capable of assessing product quality, pricing, and repurchase intention, ensuring the data’s relevance. The research site was Bandung, West Java, selected for its inclusion in the Top Brand Award survey (Top Brand Award, 2023) and its representativeness of urban consumer behavior. Primary data were collected through online questionnaires distributed via Google Forms and promoted on social media, while secondary data came from publications, statistical reports, and prior research. The questionnaires used a five-point Likert scale to evaluate perceptions of three variables: product quality, price perception, and repurchase intention. Instrument validity was tested using the Product Moment correlation, and reliability was assessed with Cronbach’s Alpha at a minimum threshold of 0.70 (Sekaran & Bougie, 2017). Data were processed through coding, editing, cleaning, and tabulation before analysis. Descriptive statistics summarized perceptions of each variable, while inferential analysis tested the hypothesized relationships. Multiple regression analysis (Y = α + β₁X₁ + β₂X₂) was applied, supported by classical assumption tests for normality, multicollinearity, and heteroscedasticity (Ghozali, 2013). The partial effects of each independent variable were assessed with a t-test, while simultaneous effects were evaluated with an F-test at a 5% significance level (Sugiyono, 2017). This framework enabled the assessment of both individual and combined influences of product quality and price perception on repurchase intention. Product Quality (X1) H3 repurchase intention (Y) price perception (X2) The Effect of Product Quality and Price Perception on Repurchase Intention of ABC Chili Sauce Products in Bandung City 1716 RESULTS AND DISCUSSION Research Results Respondent Profile Table 2. summary of respondent profiles EXPLANATION TOTAL (%) Gender Men 55 45,8 Woman 65 54,2 Age 17-20 years old 19 15,8 21-26 years old 68 56,7 27-32 years old 29 24,2 33-38 years old 39-44 years old >45 years old 4 0 0 3,3 0 0 Residence Bandung City 120 100 Work Housewife 13 10,8 Private employee 40 33,3 Student 36 30,0 Entrepreneur 31 25,8 Other 0 0 Income Rp.10.000.000 3 2,5 Have you ever bought ABC Sambal Sauce products? Yes 120 100 No 0 0 ABC Sambal Sauce Product Variants That Are Often Purchased ABC Spicy Sambal Sauce 38 31,7 ABC Extra Spicy Sambal Sauce 81 67,5 Others 1 0,8 Frequency of ABC Sambal Sauce Purchases in the Past Year 1 time 17 14,1 2-3 times 57 47,5 4-5 times >6 times 31 15 25,8 12,6 TOTAL 120 100 Source: Respondent Profile (Appendix 2) The respondents in this study were consumers of ABC Sambal Sauce, with data collected from Google Forms completed by consumers of ABC Sambal Sauce in Bandung. A total of 120 respondents were obtained, predominantly female (54.2%) aged 21–26 years (56.7%) residing in Bandung (100%), who are private sector employees (33.3%), have an income of Rp.2,000,000– Rp.5,000,000 (44.2%), have purchased ABC Sambal Sauce products (100%), and purchase ABC Sambal Sauce products 2–3 times (49.6%). The above explanation is important to convey because it The Effect of Product Quality and Price Perception on Repurchase Intention of ABC Chili Sauce Products in Bandung City 1717 relates to the answers provided by ABC chili sauce consumers to all questions asked in the questionnaire, which reflect their demographic, geographic, and behavioral characteristics. Testing the Validity and Reliability of Research Instruments Validity testing, according to Sekaran & Bougie (2017), is used as a tool to measure the quality of a question item or questionnaire. Validity testing is an assessment of how well an instrument is designed to measure what it is intended to measure. Accordingly, if an instrument can measure what it is supposed to measure, it can be deemed genuine (Sekaran & Bougie, 2017). If an instrument can measure what it is supposed to measure, it is deemed valid. In this study, validity was tested using Product Moment correlation, with the following criteria: r-count ≥ r-table → Question item is declared valid. r-count < r-table → Question item is declared invalid. With degrees of freedom (df), df = n – k, where n = sample size (minimum), k = 2 representing item scores and total scores of a variable. The minimum sample size used is 30, while the number measured is item scores and total item scores, so df = 30 – 2 = 28. Thus, the r table in this study is df = 28, with the r table product moment being 0.3061 (Sugiyono, 2017). The following are the results of the validity and reliability tests using SPSS version 25. Table 3. Results of the validity and reliability test of the research instrument No. Statement Instrument Validity Test Results Instrument Rehabilitation Test Results R Calculate (person Correlation) Cronbach’s alpha Product Quality 1. I feel that ABC sambal sauce has a spicy taste like authentic chili sambal. 0.848 0.714 2. I can taste a clear difference between the original sweet and spicy variant and the extra spicy variant. 0.762 3. ABC sambal sauce is always consistent in taste quality. 0.617 4. ABC sambal sauce retains its fresh taste whenever I consume it. 0.710 Price Perception 1. I feel that the price of ABC chili sauce is affordable. 0.587 0.792 2. I think the price of ABC chili sauce is comparable to the quality of the product I get. 0.715 3. The price of ABC chili sauce is more competitive than other products with the same benefits. 0.578 4. I feel that the price of ABC chili sauce is in line with the benefits I get. 0.721 REPURCHASE INTEREST 1. I intend to repurchase ABC chili sauce in the future. 0.729 2. I will recommend ABC chili sauce to 0.693 The Effect of Product Quality and Price Perception on Repurchase Intention of ABC Chili Sauce Products in Bandung City 1718 others. 0.833 3. I prefer ABC chili sauce over other brands of chili sauce. 0.662 4. I am interested in finding out more about ABC chili sauce variants or product innovations. 0.770 Source: Results of Instrument Validity and Reliability Tests (Appendices 3 & 4) Because the computed r value for each statement in the questionnaire is higher than the table r value of 0.3061, the validity and reliability test results demonstrate that every item in the questionnaire is valid. This indicates that the tool utilized to gather data for this study is capable of measuring the things it is intended to measure. Reliability testing is an activity conducted by researchers to ensure that the instrument used to collect data can produce consistent data over time (Sekaran & Bougie 2017). Sekaran and Bougie (2017) introduced the Cronbach’s Alpha coefficient is a tool used to check whether the items in a questionnaire or instrument are consistent and positively related. In this research, it was applied to test the reliability of the instrument. Sekaran and Bougie (2017) also mention the criteria that can be used to decide if an instrument is reliable: if the reliability is less than 0.60, it is classified as poor; if it is between 0.70 and 0.80, it is classified as acceptable; and if it reaches or surpasses 0.80, it is classified as good. Version 25 of the Statistical Package for the Social Sciences (SPSS) is the instrument used to assess validity and reliability. Descriptive Analysis In this study, descriptive analysis was conducted to analyze product quality, price perception, and Repurchase interest in ABC chili sauce products in Bandung City by looking at the mean statistics in the descriptive analysis test table. Table 4. Descriptive Analysis Results No. Statement Statement Internal Score Mean Description Product Quality 1. X1.1 4.13 High 2. X1.2 4.39 Very High 3. X1.3 4.22 High 4. X1.4 4.37 Very High Price Perception 1. X2.1 4.32 Very High 2. X2.2 4.16 High 3. X2.3 4.27 High 4. X2.4 4.29 High Repurchase Interest 1. Y.1 4.13 Tall 2. Y.2 4.31 Tall 3. Y.3 4.21 High 4. Y.4 4.34 Very High Product quality, pricing perception, and repurchase interest in ABC Sambal Sauce items in Bandung are significantly correlated, according to the descriptive test results shown in the table. Overall, the assessment of product quality shows that ABC Sambal Sauce products received very high scores, with average scores in the High to The Effect of Product Quality and Price Perception on Repurchase Intention of ABC Chili Sauce Products in Bandung City 1719 Very High categories. This reflects that consumers in Bandung are highly satisfied with the quality of the product offered, particularly in terms of taste, aroma, and consistency. This adequate product quality is one of the main factors driving consumers to continue choosing and purchasing this product repeatedly. This indicates that the company has successfully met consumer expectations regarding quality, which is an important element in building a strong brand image and customer loyalty. Price perception also shows very positive results, with an average score in the High to Very High category. Consumers feel that the price of ABC Sambal Sauce is commensurate with the quality received. This positive price perception contributes greatly to consumers' decisions to repurchase the product. In an increasingly competitive market, reasonable and competitive prices are very important in building trust and increasing repurchase interest. Therefore, companies need to continue to pay attention to pricing that is in line with consumer purchasing power and ensure that the prices offered provide added value that is commensurate with the benefits received by consumers. Repurchase interest shows a very high level, with the highest score in the “Very High” category. This indicates that consumers are not only satisfied with the product they purchased but also have a strong desire to make future purchases. This high repurchase intent reflects a strong level of loyalty toward ABC Sambal Sauce, which is an important indicator for the sustainability and growth of the brand in the market. Well-maintained consumer loyalty not only contributes to repeat sales but can also enhance positive word-of- mouth, which impacts market expansion and strengthens the brand's position in a competitive market. Overall, it has been demonstrated that favorable price perception and high product quality significantly influence consumers' desire to repurchase. Therefore, ABC Sambal Sauce Company needs to continue to maintain and even improve product quality, as well as ensure that prices remain competitive and in line with consumer expectations. By optimizing these two factors, the company can maintain high levels of satisfaction and strengthen customer loyalty, which in turn will increase the competitiveness of its products in the market. Additionally, the company is advised to strengthen its marketing strategy by emphasizing quality and value as the primary attractions to attract new consumers while retaining existing ones. Results of Classical Assumption Testing A regression model is said to be valid if it meets the basic classical assumptions, also known as ordinary least squares (OLS). This requires testing the classical assumptions, which consist of normality testing, multicollinearity testing, and heteroscedasticity testing. Table 5. Results of Classical Assumption Tests No Types of Classical Assumptions Test Result Acceptance Criteria Test Results Inter Achievements 1. Normality Test (Kolmogorov-Smirnov) The Influence of Product Quality and Price Perception on Repurchase Interest (Sig) ≥ 0,05 0,07 Normally distributed data 2. Multicollinearity Test The Impact of Price Perception and Product Quality on Intention to Tolerance Value > Tolerance value: X1 = 0,671 VIF: X1 = 1,490 No symptoms of The Effect of Product Quality and Price Perception on Repurchase Intention of ABC Chili Sauce Products in Bandung City 1720 No Types of Classical Assumptions Test Result Acceptance Criteria Test Results Inter Achievements Repurchase 0,1 dan VIF ≤ 10 Tolerance value: X2 = 0,671 VIF: X2 =1,490 Multicollinearity 3. Heteroscedasticity Test (Glesjer Test) The Impact of Price Perception and Product Quality on Intention to Repurchase (Sig) > 0,05 (Sig): X1= 0,040 (Sig): X2 = 0.997 There are similarities in the residuals of the regression model. Based on the outcomes of the classical assumption test presented in Table 5, the initial regression model in the normality test produced a significance value (Sig) of 0.07. Since this value is above the 0.05 threshold, it indicates that the data follow a normal distribution. In addition, the multicollinearity test results reveal that all Variance Inflation Factor (VIF) values are below 10, while the tolerance values for both the first and second regression models exceed 0.1. These findings confirm that the regression models are free from multicollinearity and that no significant correlation exists among the independent variables. Lastly, the heteroscedasticity test reveals that the significance (Sig) value in both regression models is higher than 0.05, indicating that there is no heteroscedasticity problem and that the residual variance remains constant throughout the whole range of values for the independent variables. Multiple Regression Test Results Table 6. Multiple Regression Analysis Results Model Unstandardized Coefficients Standardized Coefficients T Value Sig. B Std. Error BETA 1. (Constantan) 1,030 1,237 0,834 0,406 Product Quality 0,235 0,070 0,241 3,344 0,001 Price Perception 0,700 0,084 0,604 8,367 0,000 a. Dependent Variable: Repurchase Interest Source: Results of data processing using SPSS version 25 (Appendix 6) Based on Table 6, the second multiple regression equation can be obtained as follows: Y= 1.030 + 0.234X1 + 0.700X2 Referring to the second multiple regression equation, it can be seen that the constant value of 1.030 indicates that if all variables are equal to one, then the repurchase interest is equal to 1.030 units. Additionally, it is known that price perception has a positive effect on repurchase intention, as seen from the coefficient value (β) of 0.700 with a t-value of 8.367, which is greater than the t- table value of 1.6579. Therefore, consumers of ABC chili sauce products in Bandung City can prioritize improving the quality of all indicators that form the price perception variable. The Effect of Product Quality and Price Perception on Repurchase Intention of ABC Chili Sauce Products in Bandung City 1721 Hypothesis Test Results Table 8 shows the results of hypothesis testing for the three proposed hypotheses, with the following results: Table 7. Hypothesis Test Results Hypothesis Relationship Between Variables T Calculate & Sig Interpretation Of Test Results Hypothesis H1 Product Quality- Intention to Repurchase t-value 3.344 and sig 0.01 H0 Rejected Working hypothesis (HA) supported by empirical data H2 Price Perception – Repurchase Intention t-value 8.367 and sig 0.000 H0 Rejected Working hypothesis (HA) supported by empirical data Description Criteria for rejecting H0 if tcount > ttable and if the significance value is < 0.05 ttable (multiple regression) is 1.6579 for H1, H2. Simultaneous Test Results (F Test) Table 8. results of the proposed hypothesis f test Variable F Calculate F Table Sig Prob Explanation Perceptions of Product Quality and Price on Intention to Repurchase 84.354 2,6828 0.000 0,05 Influential Source: F-test results (Appendix 7) At a significance level of 0.000 < 0.05, the F-test statistical analysis produced a calculated F value of 84.354 > 2.6828, indicating rejection of H_0 and acceptance of H_A, which means that price perception and product quality are influenced by repurchase interest. Discussion of Hypothesis Test Results 1: The Effect of Product Quality on Repurchase Interest The results of the first hypothesis test conducted show that product quality has a positive and significant effect on the willingness to repurchase ABC chili sauce. Regression coefficient (β): 0.235, t-value: 3.344, significance level (p-value): 0.001. This finding indicates that the higher the product quality perceived by consumers (as seen from performance, reliability, and durability), the greater the likelihood of consumers repurchasing the product. This finding is also supported by previous research, such as that conducted by Falah et al. (2024), which shows that product quality has a positive and significant effect on consumers' willingness to repurchase food and beverage products. Consumers who are satisfied with product quality are more likely to make repeat purchases. This is supported by Prakarsa (2020), who states that product quality and price perception simultaneously have a positive effect on repeat purchase intent. The Effect of Product Quality and Price Perception on Repurchase Intention of ABC Chili Sauce Products in Bandung City 1722 Discussion of Hypothesis Test Results 2: The Effect of Price Perception on Repurchase Interest The results of the second hypothesis test show that price has a positive and significant effect on repurchase intention. This indicates that the more affordable and in line with consumers' perceptions of the product price, the higher the consumers' repurchase intention for ABC chili sauce. Regression coefficient value (β): 0.700, t- value: 8.367, significance value (p-value): 0.000 These findings indicate that the more affordable and appropriate consumers perceive the product price to be (including affordability, suitability in terms of quality and benefits), the higher their interest in repurchasing ABC Sambal Sauce products. These results are in line with previous research by Anasari & Hidayat (2024), who also pointed out that price perception has a large and positive impact on purchasing decisions. Setting the proper pricing is crucial to attracting customers, as they typically check the costs of similar products before making a purchase. Discussion of the results of hypothesis 3: The Effect of Product Quality and Price Perception on Repurchase Interest The results of the simultaneous test (F-test) show that product quality and price perception together have a positive and significant effect on repurchase intention. Calculated F-value: 84.354, Table F-value: 2.6828, Significance value (p-value): 0.000 The hypothesis is accepted since the significance is less than 0.05 and the computed F-value is significantly higher than the table F-value. This indicates that consumer repurchase intention is significantly influenced by both price perception and product quality. This finding is in line with Prakarsa (2020), who stated that product quality and price perception simultaneously have a positive effect on repurchase intention. In addition, it is also supported by Alfriyadi & Pujihastuti (2023), who found that these two variables have a significant effect on consumers' decisions to repurchase the same product. CONCLUSION This study found that both product quality and price perception positively and significantly influenced consumers’ repurchase intention for ABC Sambal Sauce, with price perception showing the stronger effect (β = 0.700). Product consistency, flavor quality, and affordability emerged as key drivers of repeat purchase behavior, affirming consumer behavior theory that value perception and satisfaction underpin loyalty formation. 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