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ABSTRACT:

The frozen food industry in Indonesia is rapidly growing, driven by an increasing demand for practical and nutritious products, particularly among dual-income households seeking quick meal solutions for their families. Shifudo, a brand offering seafood-based processed frozen food, capitalizes on this trend by providing products that are easily accessible through supermarkets and e-commerce platforms. This study aims to analyze the influence of brand image, product quality perception, price fairness, and customer satisfaction on the repurchase intention of Shifudo products. Data were collected through an online survey using purposive sampling, involving 200 respondents who are Shifudo customers. Data analysis was performed using Structural Equation Modeling (SEM) with the help of AMOS 24. The results showed that brand image and price fairness have a significant positive impact on repurchase intention, while product quality perception only influences customer satisfaction, which in turn strengthens repurchase intention. These findings highlight the importance of brand image and fair pricing in driving customer loyalty for Shifudo.

KEYWORDS:

brand image, product quality, price fairness, customer satisfaction, repurchase intention

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