Industri ritel di Indonesia mengalami pertumbuhan pesat seiring dengan perubahan perilaku konsumen dan perkembangan teknologi. Salah satu pemain utama dalam industri ini adalah Indomaret, yang terus berinovasi untuk mempertahankan daya saingnya. Penelitian ini bertujuan untuk menganalisis pengaruh price sensitivity, promotion sensitivity, store brand sensitivity, service quality sensitivity, dan innovativeness sensitivity terhadap repurchase intention konsumen Indomaret di wilayah Jabodetabek. Penelitian ini menggunakan metode kuantitatif dengan pendekatan survei. Data dikumpulkan melalui kuesioner yang disebarkan kepada 380 responden yang merupakan pelanggan Indomaret di Jabodetabek. Teknik analisis yang digunakan adalah regresi linear berganda untuk menguji hubungan antara variabel independen dan dependen. Hasil penelitian menunjukkan bahwa semua variabel yaitu price sensitivity, promotion sensitivity, store brand sensitivity, service quality sensitivity, dan innovativeness sensitivity berpengaruh signifikan terhadap repurchase intention Implikasi dari penelitian ini adalah perlunya strategi pemasaran yang lebih berfokus pada penyesuaian harga, promosi yang efektif, serta peningkatan kualitas layanan untuk mempertahankan loyalitas pelanggan. Temuan ini juga memberikan wawasan bagi pelaku industri ritel dalam memahami faktor-faktor yang memengaruhi keputusan pembelian ulang pelanggan. / The retail industry in Indonesia is experiencing rapid growth along with changes in consumer behavior and technological developments. One of the main players in this industry is Indomaret, which continues to innovate to maintain its competitiveness. This study aims to analyze the effect of price sensitivity, promotion sensitivity, store brand sensitivity, service quality sensitivity, and innovativeness sensitivity on repurchase intention of Indomaret consumers in the Jabodetabek area. This study uses a quantitative method with a survey approach. Data were collected through questionnaires distributed to 380 respondents who were Indomaret customers in Jabodetabek. The analysis technique used was multiple linear regression to test the relationship between independent and dependent variables. The results showed that all variables, namely price sensitivity, promotion sensitivity, store brand sensitivity, service quality sensitivity, and innovativeness sensitivity, had a significant effect on repurchase intention. The implication of this study is the need for a marketing strategy that focuses more on price adjustments, effective promotions, and improving service quality to maintain customer loyalty. These findings also provide insight for retail industry players in understanding the factors that influence customer repurchase decisions.