PENGARUH HARGA DAN CITRA MEREK TERHADAP NIAT PEMBELIAN ULANG PRODUK ZARA (Studi pada Pelanggan Produk Zara di Surabaya)

The study aimed to test the price and brand image for product purchase is Zara product. The analysis carried out is multiple linear regression on 120 respondents selected based on purposive sampling technique. Data retrieval method using questionnaire, the results of the study indicate that the price is positive and significant for the decision to repurchase and positive and significant image of repurchase intention