THE INFLUENCE OF PRODUCT QUALITY AND BRAND IMAGE ON REPURCHASE INTEREST WITH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE IN MIXUE STORE IN MEDAN CITY

Miranda Claudia Daniel, Muhammad Arif

Abstract


The aim of the research aims to analyze several things, namely the influence of product quality on repurchase interest, the influence of brand image on repurchase interest, the influence of product quality on customer satisfaction , the influence of brand image on customer satisfaction , the influence of customer satisfaction on repurchase interest, the influence of product quality on interested in buying again through customer satisfaction, the influence of brand image on repurchase intention through customer satisfaction. This research uses associative research with a sample of 96 respondents who are customers of Mixue Store in Medan City. The data collection technique uses a list of statements such as a questionnaire and the data analysis technique uses Path Analysis and to test five hypotheses Which submitted in study This uses the Partial Least Square (SmartPLS) application . Results research showing that the influence of product quality on repurchase intention is positive and significant, the influence of brand image on repurchase intention is positive and significant, the influence of product quality on customer satisfaction  positive and significant, the influence of brand image on customer satisfaction  positive and significant, the influence of customer satisfaction on repurchase intention is positive and significant, the influence of product quality on repurchase intention is mediated by positive and positive customer satisfaction significantly, the influence of brand image on repurchase intention is mediated by positive customer satisfaction and significant.


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