Bandung — A decline in repurchase interest for So Good sausages has become the focus of new research conducted by Wahyu Teguh Alamsyah and Faizal Fardhani Sigarlaki from Jenderal Achmad Yani University, Cimahi, in 2026. The study found that product quality plays a major role in shaping customer satisfaction and encouraging repeat purchases. The findings are significant as Indonesia’s frozen food industry becomes increasingly competitive while consumer loyalty continues to shift.
Indonesia’s frozen food market has expanded rapidly in recent years. The Indonesian Cold Chain Association projects the market value to reach Rp200 trillion by 2025, nearly doubling from Rp95 trillion in 2021. Among frozen food categories, sausages remain one of the most popular products, especially in urban areas like Bandung. However, Top Brand Award data revealed that So Good’s brand index dropped sharply from 12.3 percent in 2024 to 7.5 percent in 2025, signaling a change in consumer preferences.
To understand the issue, the researchers surveyed 65 consumers in Bandung who had purchased and consumed So Good sausages. Participants were at least 17 years old, with most of them being young consumers. The study measured perceptions of product quality, customer satisfaction, and repurchase intention.
The results showed that So Good’s product quality was still rated positively, with an average score of 4.00 out of 5. Consumers highlighted taste, aroma, texture, color, and nutritional safety as strong points. Physical durability during cooking also received the highest ratings, suggesting that the product’s core quality remains competitive.
Customer satisfaction, however, was slightly lower at an average score of 3.72, indicating that the overall consumption experience did not fully meet expectations. Meanwhile, repurchase intention remained relatively high at 3.98, showing that consumers are still willing to buy again, but only if their experience remains satisfying.
Further analysis confirmed that product quality significantly affects customer satisfaction and directly influences repurchase intention. More importantly, customer satisfaction was found to be the strongest factor driving repeat purchases. This means that even high-quality products may struggle to maintain loyal customers if the consumption experience fails to satisfy them.
According to Wahyu Teguh Alamsyah, customer satisfaction acts as a “psychological bridge” between product quality and repurchase decisions. In simple terms, a product can only secure long-term loyalty if it consistently creates a satisfying experience for consumers.
The findings are particularly relevant for PT So Good Food, especially after consumer complaints regarding inconsistent physical quality and packaging issues in several retail outlets. In competition with brands like Champ and Fiesta, maintaining quality consistency and introducing product innovation will be critical to regaining lost market share.
The study also provides a broader lesson for Indonesia’s processed food industry. Modern consumers are more selective and more willing to switch brands if product quality and user experience fail to meet expectations. Businesses must now focus not only on maintaining quality but also on improving customer experience, packaging innovation, and food safety perceptions.
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