The objective of this research is to analyze the influence of price (X1),

perceived quality (X2), and brand image (X3) on customers post purchase

behaviour (Y) of Frestea at PT Coca-Cola Amatil Indonesia Semarang. This

research used a multiple linear regression analysis. The primary data used in this

research is collected from questionnaire. The amounts of the respondents are 100

who are customers of Frestea at PT Coca-Cola Amatil Indonesia Semarang. The

analysis tools used were test of validity, reliability test, normality test,

heteroscedasticity test, multicollinerity test, linearity test, multiple linear

regression, T test, F test, the coefficient of determination and multiple linear

regression. Based on the calculations using SPSS version 20, the results of this

research showed that the regression equation Y = -0,007 X1 + 0,395 X2 + 0,278

X3 + e . In addition, the F test result of 18,430 which was bigger than F table was

2,70. It can be concluded the price (X1), perceived quality (X2), and brand image

(X3),had a significant influence on post purchase behaviour (Y). The T test result

the variable price (X1) was less than T table and had a significance bigger than

level significance of 0,05. So, variables price (X1) had no influence on post

purchase behaviour (Y). The variables perceived quality (X2) and brand image

(X3) was bigger than T table and had a significance less than level segnificance of

0,05. So, it can be concluded the perceived quality (X2) and brand image (X3)

had a positive and significance influence on post purchase behaviour (Y). The

most influence variable is perceived quality (X2) with the highest regression

coefficient of 0,395. The contribution of price, perceived quality, and brand image

on customer post purchase behaviour is 34.6% while 65.4% are influenced by

other variables that were not described in this research.