Effect of product attribute beliefs on consumer value and repurchase intention : Case study of RTD tea in Indonesia

Deskripsi

The purpose of this study is to understand how product attributes, namely brand and taste attributes, affect consumers in their assessment of consumer value such as hedonic and utilitarian value. This research will also study how the consumer value will in turn affect how consumer in making their repeat purchases. This study will provide insights for RTD Tea players in Indonesia who are facing heightened competition. This research is a quantitative descriptive study, with the data collected through online survey, distributed throughout the Faculty of Economics and Business, Universitas Indonesia.Ada tabel