Competition in the Packaged Tea Market
Indonesia’s packaged beverage industry has developed alongside changing lifestyles and growing demand for convenient drinks. The expansion of brands and product variants has also intensified competition, requiring beverage companies to pay attention not only to sales but also to customer retention.
The researchers highlighted a decline in the Frestea index in 2025 as an indication of reduced consumer repurchase interest. Because repeat purchasing is important for maintaining customer relationships and business sustainability, understanding what encourages consumers to return to a product has become increasingly relevant.
Previous studies have produced mixed findings about whether product quality directly determines repurchase intention. Some research has found a significant relationship, while other studies suggest that factors such as consumer satisfaction may play a more important role. Risfi and Herawati therefore examined consumer satisfaction as an intervening factor between product quality and repurchase intention.
Survey of Frestea Consumers in Bandung
The research used a quantitative survey approach. Participants were Frestea consumers in Bandung who were at least 17 years old and had consumed Frestea at least once during the previous month.
The methodology section reports 120 respondents selected through purposive sampling. Data were collected through an online questionnaire using a five-point Likert scale. The researchers examined three main variables: product quality, consumer satisfaction, and repurchase intention.
The questionnaire was tested for validity and reliability before the main analysis. The researchers then used descriptive statistics, linear regression, classical assumption tests, and a Sobel test to examine the relationships between the variables. The methodology states that SPSS version 23 was used for statistical calculations.
The article’s abstract, however, reports 110 respondents and mentions SPSS version 25. Because the methodology section provides the more detailed sampling description, this article follows the figure of 120 respondents while noting the discrepancy in the original publication.
Product Quality Has a Significant Relationship With Satisfaction
The descriptive results placed consumer perceptions of Frestea’s product quality in the study’s “moderate or sufficient” category, with an overall mean score of 3.02.
Consumer satisfaction also fell within the same category, with an average score of 3.01. Meanwhile, repurchase intention recorded an average of 2.98, also categorized as moderate or sufficient.
The statistical analysis identified several significant relationships:
- Product quality → consumer satisfaction: coefficient 0.488, t-value 7.166, significance 0.001.
- Product quality → repurchase intention: coefficient 0.392, t-value 6.631, significance 0.001.
- Consumer satisfaction → repurchase intention: coefficient 0.187, t-value 2.819, significance 0.006.
- Mediating effect of satisfaction: Sobel t-value 2.601 with a p-value of 0.009.
These results indicate that consumers who perceive better product quality tend to report higher satisfaction and stronger intentions to purchase Frestea again. The analysis also shows that satisfaction provides an additional pathway through which product quality is associated with repurchase intention.
What Product Quality Means for Frestea
The study identifies several product attributes that can influence consumers’ experiences, including the ability of the drink to quench thirst, the freshness of its tea aroma, consistency of sweetness, and the attractiveness of its packaging illustrations.
The researchers suggest that maintaining these aspects could help support customer satisfaction and future repurchase intention. The findings therefore have practical relevance for beverage companies that rely on repeat purchases rather than one-time transactions.
Fadila Febriyanti Risfi and Siti Herawati from Universitas Jenderal Achmad Yani conclude that consumer satisfaction should not be viewed separately from product quality. Their analysis shows that product quality has both a direct relationship with repurchase intention and an indirect relationship through consumer satisfaction.
For businesses, the implication is that improving product characteristics alone may not be sufficient. The consumer’s overall experience and satisfaction also matter when companies seek to encourage repeat purchases.
Implications for Future Research
The study is limited to Frestea consumers in Bandung City, meaning its findings may differ in other locations or consumer groups. The researchers also examined one independent variable, one dependent variable, and one intervening variable.
Future studies could therefore incorporate other factors that may influence repurchase intention, including brand image, price, promotional activities, and consumer loyalty. These variables could provide a broader picture of why consumers decide to continue purchasing a particular packaged beverage.
Author Profile
The article does not state the authors’ academic degrees or specific fields of expertise. Therefore, those details are not added here to avoid introducing information that is not supported by the source.
0 Komentar