The Influence of Brand Image, Marketing Mix, and Religiosity on ZChicken Repurchase Decision in Boyolali Regency

Abstract - This study investigates the performance disparities among ZChicken outlets in Boyolali Regency, where some outlets consistently achieve average monthly revenues of IDR 10–11 million over an 11-month period, while others suffer losses and eventually close. The research aims to analyze the effects of brand image, marketing mix elements, and religiosity on repeat purchase decisions. A quantitative research design was adopted, employing questionnaires administered to 96 ZChicken consumers in Boyolali. Data were processed using multiple linear regression analysis with IBM SPSS Statistics 30. Findings reveal that brand image and outlet location exert a positive and significant influence on repeat purchase decisions, supported by ZChicken’s strong market recognition and strategically placed outlets that improve consumer accessibility. The product variable demonstrates a positive yet statistically insignificant effect, while price, promotion, and religiosity show no significant positive relationship with repeat purchases. These outcomes are attributed to strong competition from rival brands offering comparable prices and halal certification, alongside ZChicken’s relatively limited promotional initiatives.The study underscores the critical role of enhancing brand positioning and optimizing outlet locations, while suggesting the need for more competitive pricing strategies and improved promotional efforts to foster customer loyalty.

Keywords: Brand Image, Marketing Mix (Product, Price, Place, Promotion), Religiosity, Repurchase Decision