Social Science and Human Research Bulletin

This study examines the impact of price perception and service quality on repurchase intention at FamilyMart Kayutangan, a convenience store brand operating in the competitive retail environment of Malang, Indonesia. The study was carried out applying an explanatory approach and a quantitative methodology. Data were gathered by means of questionnaires sent to one hundred consumers who had lately visited FamilyMart Kayutangan. The technique of sampling used is known as purposeful sampling. The analysis revealed that price perception and service quality favorably and significantly affected repurchase intention. The two independent variables could help to explain 57.6% of the variance in repurchase intention, according to the results of the regression analysis. One could explain some of the variance in repurchase intention by the two independent variables. The study concludes that maintaining competitive price-value alignment and offering consistently high-quality services are two vital strategies for raising customer loyalty. FamilyMart has to keep focusing on employee professionalism, store environment, and loyalty programs if it is to increase customer retention in a competitive urban setting.

Price perception, service quality, repurchase intention, retail consumer behaviour, FamilyMart.

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